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Everybody's doing it. Call it iTV or TV2Web, not to be confused with IPTV.

MTV will lauch a new Web channel called "Overdrive." The new channel will offer a variety of programming and video-on-demand content. This is just the latest example of TV programming moving online and an effort by MTV to follow its youthful audience into cyberspace.

We're going to explore the dynamics of Web-TV convergence, IPTV and the implications for advertisers and consumers on Day 2 of Drilling Down on Local:

Blurring the Picture: Cable TV, Video Search and Local Directional Media
Video on demand, digital video recorders and Internet TV: All these innovations give viewers more and more control over TV content and, potentially, TV advertising. Do these consumer-oriented developments fundamentally transform TV from the once-preeminent branding vehicle for national advertisers into a directional medium with localization potential? What are the implications for cable companies, telecom companies, online publishers, consumers and local advertisers? And what about the proliferation of online video search? Will the Internet become a de facto broadcast medium and search engines the new networks?

Steve Cook, VP, Programming & Ad Sales, TWC/Road Runner
Eitan Gelbaum, Marketing Director, Amdocs Advertising & Media Division
Bradley Horowitz, Director, Multimedia & Desktop Search, Yahoo!
Karen Howe, VP & General Manager,
Warren Schlichting, VP, New Business Strategies, Comcast

Should be one of the most interesting discussions at the conference.

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