Facebook Exec Slated for First MIPCOM Keynote

PARIS: The first keynote address on the schedule for MIPCOM is Facebook’s VP for EMEA, Joanna Shields, who will share her thoughts on how social media interacts with the entertainment industry.

Shields will map out the business models for content on Facebook during her keynote, also touching on the plans for driving a deeper engagement in the context of the intersection between TV and social entertainment. Shields’ address will be part of the MIPCOM 2010 conference program called "Redefining the Entertainment Experience."

Prior to Facebook, Shields was the chief executive of Bebo. After the company’s acquisition by AOL, she became the president of AOL’s social and communications division. Before setting up Bebo, Shields was the managing director for syndication and partnerships for Google for Europe, Russia, the Middle East and Africa.

Laurine Garaude, the director of the television division at Reed MIDEM, said: “Today social media influences how content is both created and distributed and we are delighted to welcome an industry pioneer such as Joanna Shields to share her vision insights into the future of social entertainment.”

Shields added, “Facebook is partnering with leading broadcasters and top show brands to integrate the social graph with live programming to create relevant and personally engaging experiences: the TV industry needs to take advantage of our platform for both reaching mass audiences and hyper-targeted viewers. It’s an unprecedented opportunity to change the way brands interact with the public. With real-time conversations, direct responses and customer engagement, we are already seeing a glimpse of future things to come.”

Shields was originally slated to deliver a joint keynote at MIPTV 2010 alongside Shine Group’s chair and CEO, Elisabeth Murdoch. Shields then left Shine ahead of the market to join Facebook as a VP of sales and business development.