This panel will examine brand objectives in contemporary marketing and ad strategies that utilize emerging and interactive platforms.  Panelists will discuss the advantages social networks and user-generated content offer advertisers as compared to traditional online campaigns created by agencies.  Looking forward, the panel will project whether these online advantages will ultimately translate into the television marketplace.

With the Web increasingly viewed as a platform for delivering original video content to viewers, programming executives are confronted with the question of how to create new networks to present this content. This panel will address the questions faced by the developers of new networks created for online audiences and the varying approaches that have been successful. What elements of traditional TV networks should be reflected, and what innovations must take place as original content transitions from TV to the Web? Panelists will also discuss whether successful online networks are destined to be co-opted by traditional media companies or will challenge them as a viable competitor for viewers.