Shaping the future of media content in the Middle East Across the Arab world, a young and wealthy population base with a healthy appetite for new technology and entertainment is demanding communication and content catering to regional, cultural and language differences. The pan-Arab media industry is expanding faster than that of any other region. There is a clear business opportunity out there, but the industry needs a clearer understanding of consumer trends and how to monetise content across new platforms. medialive! will be a two day showcase for the Middle East’s media community and a forum to further industry thinking across the entire media lifecyle.

1. medialive! is...
a brand new event taking place in Abu Dhabi from 18-19 October, held in association with twofour54 (the
Arab world’s centre for excellence in content creation).
The purpose of this event...
is to bring together leading minds in the media and digital sphere, and to give attendees the unique
opportunity to:
- Discover new media platforms
- Investigate the future of media
- Learn how digital media is enabling the development of monetizing strategies
- Learn how to profit from the digital sphere
medialive! has been created specifically for:
 Content creators (film and TV studios, creative designers, cinematographers, producers and directors,
compositors, editors, stereographers, technical directors, videographers...);

 Content distributors (broadcasters, mobile and internet service providers, cable and satellite
operators, regulators, TV stations and network operators, programmers, webcasters...);

 And other media professionals (communication and advertising executives, social media experts,
digital media agencies).
The 2 day event is divided into three distinct parts:
1. The Media Business Conference (include keynote Spotlight Sessions)
2. The Government Summit – tailor-made for government communications and executives
3. and Creative & Design Masterclasses
The Spotlight Sessions are keynote sessions that will give delegates a high-level industry perspective on
business, technology and creativity. The Media Business Conference will then explore top business issues
impacting broadcasters, content and digital media companies, including online video, social media, online
advertising and mobile entertainment.
International and local speakers confirmed for the Media Business Conference who will address the
future of media across the digital landscape include executives from:
Discovery Communications Flip Media
European Broadcasting Union Nokia Siemens Network
Monterosa BBC Worldwide
Ex Machina MBC Group
Video Plaza Mind Share
Registered attendees also have the opportunity to acquire new technical skills in our Creative & Design
Masterclasses. These courses are free of charge, taught by experts from twofour54. ‎ ourses include: Apple
C
Final Cut X, Adobe Production, DSLR Cinematography, Introduction to 3D and Stereoscopic, Motion graphics
and compositing, Introduction to Social Media, and 3D lab tour.
th
On the evening of the 18 of October, attendees will also have the unique opportunity to come face to face with
‎ ll the medialive! participants and speakers during the Party@The Dome, an informal social ‎ tmosphere for
a a
attendees to engage with the with leading minds and network with media industry leaders. ‎
For a programme schedule on the medialive! features, check out the timetable on the following page.

2. Tuesday 18th October - Day 1
Media Business Conference Government Summit Creative & Design Master Classes FREE
09:30 New platforms for
09:45 Government: the customer
10:00 Spotlight Session FREE experience of tomorrow
10:15
10:30 Break
10:45 Monetizing the new TV Apple Final Cut X Adobe Production
11:00 ecosystem: from smartphones Mobile for government and
11:15
to game consoles, tablets and mobile case studies
11:30
flat screens
11:45
12:00 Break
Apple Final Cut X Adobe Production
12:15
12:30 Social media: understanding Online video in government to
12:45
and engaging your community engage your community
13:00
13:15
13:30 Apple Final Cut X Adobe Production
13:45 Lunch
14:00
14:15
14:30 Mobile content: the path to Social media matters for
14:45 primetime government Introduction to 3D and
DSLR Cinematography
15:00 Stereoscopic
15:15 Break
15:30 Spotlight Session FREE
15:45
Social media success
16:00
16:15 Reinventing advertising: ad Introduction to 3D and
DSLR Cinematography
16:30 innovations for the digital age Stereoscopic
16:45
17:00
17:15
17:30 Introduction to 3D and
DSLR Cinematography
17:45 Stereoscopic
18:00
18:15
18:30 medialive! official afterparty
18:45
19:00
Wednesday 19th October - Day 2
Media Business Conference Creative & Design Master Classes FREE
09:30
09:45 Motion Graphics and
Introduction to Social Media
10:00 Spotlight Session Compositing
FREE
10:15
10:30 Break
10:45
11:00 Motion Graphics and
Branded content - is it the Introduction to Social Media
11:15 Compositing
future of the 30-second spot?
11:30
11:45
12:00 Break
12:15
12:30 Motion Graphics and
Introduction to Social Media
12:45 3D TV perspectives Compositing
13:00
13:15
13:30
13:45
Lunch
14:00
14:15
14:30
14:45
15:00
15:15
15:30
3D Lab Tour
15:45
16:00
16:15
16:30
16:45
17:00 Close of medialive!
To view the complete speaker line-up, visit www.medialive.ae/programme
To register your place, visit www.medialive.ae/visit
The following page includes a full description of the Media Business Conference. For further information
on the Government Summit and Masterclasses, please visit www.medialive.ae

3. Media Business Conference
This conference will explore top business issues impacting content and digital media companies,
including online video, social media, investments, online advertising, mobile entertainment and mobile
apps.
Target audience: Digital media industry – including...
 Decision-makers from major  Advertising marketing agencies
broadcasters  Online content producers
 Production studios  Distributors and satellite operators
 Social networks  Technology companies
 Producers  Association heads
 Content creators  Finance/investment
 Mobile and Internet service providers
Programme – Full details
Subject to changes. Please visit www.medialive.ae/programme for up-to-date programme.
Tuesday 18th October
Spotlight Session: Technology
10:00 – 10:30 Next Generation content creation, delivery and consumption
 What are the must-have devices of the future and how will content Speaker:
change to take advantage of these new devices?
Marc Gatto, VP, Broadcast & Media
 What trends and technologies will influence the media and Operations, Discovery
entertainment industries 5 years from now? Communications
 How should you prepare and take competitive advantage of these
changes?
10:45 – 12:00 Monetizing the new TV ecosystem
 With the proliferation of new devices and technology, consumers have Moderator:
greater control of what they watch and when they watch it. Consumers
Andre Popov, Partner - Media &
today are watching TV shows and online video on multiple screens from
Telecommunications, Peppers &
the traditional TV to mobile, laptop and tablet.
Rogers
 The challenge now for media companies and content owners is to refine
business models going forward for this new ecosystem.
Speakers:
 This session will get to grips with the challenge of refining business
models for the emerging new ecosystem. Subscription, pay, ad- Marc A. Gatto, VP, Broadcast & Media
supported, freemium, hybrid – what will be the right model in the region? Operations, Discovery
Communications
 Advertising across new platforms presents a big opportunity for the TV
and entertainment industry. How do we create the advertising and Ammar Bakkar, Group Director of New
marketing messages that our audience want to see and hear? How do Media, MBC Group
we capitalise on the two-way communication made possible through the
Max Bashtawi, Vice President TV &
Internet?
Media Market Unit Middle East,
 This panel will cover these questions and more. Ericsson
Hassan Chahine, Technology Advisor,
Dubai Media Inc.
Alfonso De Gaetano, Industry Head
Gulf, Google

4. 12:15 – 13:30 Social media and TV: understanding and engaging your community
 With Facebook boasting almost 700 million users worldwide and an average Moderator: Yousef Tuqan Tuqan,
of 140 million Tweets per day, social media has massive reach. The CEO, Flip Media
phenomenon is also growing in importance in the Middle East with the number
of Facebook users increasing by 78% in 2010.* This panel will examine the
value and power of social media for entertainment and broadcasters and the Speakers:
practice of social viewing.
Hossein Jalali, Head of Online, Al
 We will discuss how to build communities that foster and promote Aan TV
programming in new and innovative ways. How do you utilise digital tools to
better understand and connect with fans and promote, produce and create Zafer Younis, CEO, The Online
new revenue opportunities? Project
 What content is suitable for social media and which platform should you use? Tom McDonnell, Creative
Director, Monterosa
 Hear best practices on how to mobilize your fans and create vibrant
communities around your shows and content. Jeroen Elferrich, CEO & founder,
Ex Machina
*Arab Social Media Report, Dubai School of Government
14:15 – 15:30 Mobile content: the path to primetime
 With mobile penetration in the region expected to reach 130% by Moderator: Andre Popov, Partner - Media &
2015* there is no doubt that this is set to be a major content Telecommunications, Peppers & Rogers
platform.
Speakers:
 Whilst content owners are exploring new strategies to monetize
Stefan Schneiders, Head of Mobile TV
their content on the small screen, mobile operators are also
solutions, Nokia Siemens Networks
getting in on the act offering exclusive content and value added
services. What are the lessons learned and what strategies are Sebastien Marteau, VP of Mobile, Intigral
working in mobile content? And how do Apps fit into the picture?
This session will consider the different approaches to mobile Lisette Sens, VP Sales, Service2Media Ltd
content in terms of potential technology and business models.
Annette Zimmermann, Principal Analyst,
 In this fast changing mobile world, who will be the winners and Consumer Markets & Technology , Gartner
losers? Our panel of experts will tackle these questions and more
as they share the stage to discuss multiple scenarios. Dr. Colin Yeh , Senior Director - Group
Innovations, The Qtel Group , Vice Chair,
*Dataxis Intelligence EMEA Board, Mobile Entertainment Forum
Spotlight Session: Business
15:45– 16:00 Connected TV: smart devices, new directions
 The consumer experience of the future with internet connected televisions Speakers:
 How will connected TV change the way content is consumed in the region? Mary Ghobrial, VP Strategy &
Media, Prodea Systems
 How will connected televisions and devices impact traditional broadcasters
across the Middle East?
 What can we learn from early trends?
 What new connected devices are coming our way?
 The challenge to internet service providers.
16:00 – 17:00 Reinventing advertising: ad innovations for the digital age
 New multimedia platforms are leading to a new era of advertising. The Moderator:
region’s‎online‎advertising‎spend‎is‎growing‎and‎marketers‎are‎re-evaluating
their relationship with the web. This panel of television, advertising and digital Zeid Nasser, Managing Director,
executives will discuss the future of advertising. MediaME
Speakers:
 How can advertising be more effective in monetising video online? With all the
new formats on the web, including rich media, in-game ads, in-text ads, Jonathan Howlett, Senior Vice
content wraps, virtual goods and content sponsorships, which ones are President, BBC Advertising, BBC
working‎and‎which‎ones‎aren’t? Worldwide
 How can you profit from changing digital behaviors to deliver more targeted Isam Bayazidi, CEO, ikoo
and personalized campaigns? How can you map user trends to give you more
power to understand and engage your consumers? Sorosh Tavakoli, Chief Operating
Officer & Founder, Videoplaza
 What are the challenges and opportunities for advertisers and broadcasters in
the years ahead? Hussein Freijeh, Head of Sales,
Yahoo! Maktoob

5. Wednesday 19th October
Spotlight Session: Creative
10:00 – 10:30 Transmedia Storytelling: creating cross-platform entertainment
 How to build an immersive and interactive transmedia experience. Speaker:
 What is the impact of video games and multiplayer participation on Tom Thirlwall, CEO, Bigballs Films
storytelling?
 What are the necessary ingredients for creating content and connected
storylines across multiple platforms?
 How is multiplatform redefining advertising and creating new
opportunities for brands?
10:45 – 12:00 Branded content – is it the future of the 30-second spot?
 One of the buzz phrases in the digital media industry for the last few Moderator:
years‎has‎been‎“branded‎content”.‎While‎branded‎content‎is‎not‎a‎
new concept, a big difference today is that the medium is the Ben Flanagan, Media Reporter, The
message. Traditional TV has been about trying to reach everyone National (Abu Dhabi Media Company)
with too often diluted messages, whereas new technology now
enables us to deliver interactive, engaging experiences targeted to
niche audiences who are hungry for just that kind of content. Speakers:
 So,‎how‎does‎branded‎entertainment‎fit‎into‎the‎region’s‎TV future Mazen Hayek, Official Spokesman-Group
and how and where do you distribute and market it? This panel will Director of PR & Commercial, MBC
discuss how branded entertainment is different from product Group
placements and how, when, where and why to leverage it?
Amjad Tadros, CEO, ShooFeeTV
 How do we achieve more engaged fans, better brand ROI and
Tim Smythe, CEO, Filmworks, UAE
happier producers?‎We’ll‎address‎what‎works,‎what‎doesn’t‎and‎all‎
you need to know on the strategies, pitfalls and possibilities of brand Ian Carless, Executive Producer,
integration. Talkabout Media
Elie Haber, Managing Director, Mindshare
12:15 – 13:30 3D TV perspectives
 Broadcasters around the world, including in the Middle East, are Speakers:
planning and launching 3D TV services. While more 3D sets are coming
on‎the‎market‎and‎into‎people’s‎homes,‎3D‎content‎is‎limited‎and‎the‎ Georges Dabaghi, General Manager
cost of production is still high. for the Middle East, SeaChange - On
Demand Group
 So, what is the business case for going to air with 3D? This panel will
Manaf Ahammed, Deputy Vice
discuss whether 3D is central to the future of TV and discuss the
president - operations, Ten Sports
competing considerations in going HD or straight to 3D. Is 3D best for
linear or video on demand? What revenue models work or is Hasan Sayed Hasan, Head of Media
subscription the only option? Technology/ Head of twofour54 intaj,
twofour54
 How‎are‎consumers‎responding‎to‎3D‎programming‎and‎what’s‎the‎right‎
mix of content? Whilst there is a growing number of high-grossing 3D Clyde DeSouza, Stereographer and
movies, nearly all TV content remain 2D and broadcasters are paying a Technology Advisor, Real Vision
premium for this - is content the missing dimension in 3D TV?

6. Registration:
Registration can be done online, at www.medialive/ae/visit, and fees are as follows:
- Full conference early bird rate: (registration before 29 Sept) – US$ 375
- Full conference normal rate: US$ 495
- Student rate: US$ 99
Registration for the above includes entry into the Spotlight Sessions, Media Business Conference,
Government Summit and Creative and Design Masterclasses.
Also included in the conference fee:
Daily lunch | Valet parking | Free wireless internet | Tea, coffee & refreshments | Entry into Creative &
Design Masterclasses | Entry into Party @ The Dome
- Creative & Design Masterclasses only: US $0 (online registration is still required)
Complete information is available on www.medialive.ae