It is not an exhibit itself. Nor is it a set of panels. It is a series of nine one-hour talk shows that will be streamed live over the web and that attendees can witness in person.

The conversation in The Park will center on the dynamic changes that the cable industry is going through, which are transforming the customer experience.

For its first 50 years, the cable industry was primarily about delivering traditional television. Since the commercial launch of cable modems 15 years ago, the focus has gradually been shifting to broadband; we have now reached a point where broadband is an enabling platform for a variety of services and is re-defining the traditional media business.

In previous phases of our industry’s history, cable had a particular infrastructure and utilized certain technologies, which then enabled a set of services it could deliver to customers. The Park will show, through practical demonstrations and thought-provoking discussions, that we are now entering a new phase, in which our business operates in a different way, delivering new types of services to our customers.

This is a new world in which Consumer Electronics, Information Technology and Hollywood have become intertwined. At a time when some critics have accused the cable industry of being an obsolete dinosaur, doomed to distinction, the industry is actually turning into a dynamo, becoming a part of the broader ecosystem and finding innovative ways to carry our hybrid fiber-coaxial infrastructure into the future.

Here is the list of the topics we’ll be addressing in The Park over the three days:

• Socially Acceptable: Community Engagement in a Socially-Driven Interactive World. We’ll examine the enormous impact of social media, especially in the areas of customer service, politics and commerce.
• Unplugged: The Mobile Extension of Cable’s Value Proposition. Cable’s broadband services (both video & Internet) are becoming unchained from the set-top box and the modem, allowing consumers to extend the value of their subscription to mobile devices and even outside the home.
• Ideas in Action: Partnerships That Drive Broadband Adoption in America. With the increasingly critical role that broadband plays as a driver of economic recovery, job creation and global competitiveness, how are cable operators helping to drive broadband adoption? Also, a presentation of Cisco’s annual Visual Networking Index will document the growth and use of IP networks worldwide.
• Consumer Voices: Digital Natives – Habits and Habitats of the Next Generation. A special focus group of real consumers will feature tomorrow’s consumers. We’ll be able to learn firsthand from young consumers their experiences, practices, expectations about use of digital platforms in their daily lives and behaviors – today and tomorrow.
• Cable Bridge: You CAN Get There From Here. Cable’s shift to new platforms is still evolving, so we’ll examine the growing momentum towards multi-platform delivery.
• TV Everywhere: The Latest in Cable’s Anytime, Anywhere App-Focused Attitude. Programmers are undergoing radical shifts in their business as well, while still partnering with cable operators. New apps empower authorized subscribers to access shows & movies in a convenient, personalized and portable manner.
• Consumer Voices: New Advertising Strategies & What Consumers will Find Helpful (or Not). Advertising will be key to generating revenue in this new environment. This focus group will look at how consumers will view new ad strategies implemented on diverse platforms including product placement.
• Network Nirvana: Achieving Harmony in Cable’s Connected Home. As broadband converges everything, distinctions between cable’s voice, video and data services begin to fade. Cable’s connected home  allows content to be streamed to any device in the home, and leverages the network to enable new services like home monitoring, automation and security.
• Problem Solvers: Innovating for the Greater Good. Advanced technology is not only a commercial venture, but also a power force for good, affecting everything from educations to civics. In addition, we’ll also discuss cable’s role in advancing the critical IPv6 transition that will make the Internet continue to function properly.

Tune in Tuesday afternoon (June 14) at live.thecableshow.com beginning at 12:30 p.m. (CT) to see the conversation. The whole schedule is online at The Cable Show website.

To start the conversation, Powell asked Brian Roberts if cable should be worried about online video.  Roberts responded that every new medium presents a new opportunity, but said they all present avenues to deliver lawful content; the more opportunities for that, the better.

Andreessen (who shared details of his 36 port HDMI switch with 36 different inputs and a $4,000 per month commercial Internet connection) said that was the right way to look at the future – since every device is now expected to be Internet-enabled, and to allow content consumption.

Rothman chimed in to agree, but said that creates a requirement that content be compelling.  Without compelling content, you just have a bunch of devices to check baseball scores.  Rothman says the key to content online is two-fold.  First, the most important piece of content is good storytelling.  Second, that storytelling must be accompanied by a way to protect and monetize content.

The various models of monetization became a hot topic and Powell noted that customers may have different thoughts about the monetization process – so cable operators may end up fighting with consumers.

Moonves answered by noting that, for his company, there used to be one source of revenue – advertising – but now there are many more, such as syndication, retransmission fees, DVDs,  iTunes, Hulu, etc.  That presents more options to address the monetization question.

The introduction of the topic of advertising led Powell to ask what impact services like Facebook will have, since they present a new, and possibly competing, set of audience segmentation data.  Powell noted the industry no longer has the exclusive on audience data.

Bewkes suggested all the different entities must become partners in the sharing of audience data, and Moonves said one of the essentials is accurate eyeball measurement – and we don’t have that yet.

Andreessen suggest Facebook can be an enabler of content by providing data, and also by sharing content with friends.

Roberts said people may go to other providers  – not because the content is different, but because the experience is different or cooler.  As a result, it is incumbent upon cable to stay fresh and cool, and spend more time on the interface.

Asked what makes them nervous, the panelists suggested that the uncertainty of regulatory change was a great challenge.

Moonves joked, “Whenever they say it’s not about the money, it’s all about the money.”

While most noted the agreement between industry players Sprint and Clearwire to provide mobile outside their service areas, there were differing business plans on display.  Stephen Bye noted Cox Communications plans to build its own wireless network using current 3G technology, but also noted the ease of upgrading to LTE in the longer term.  That approach puts Cox at odds with most of the other operators.

Comcast’s Avgiris, for instance, noted the different approach cable operators had taken to telephony years ago.  Rather than try to develop a circuit-switched network, many cable operators began pursuing a VoIP solution that would allow them to be competitive without high upfront costs.

Similarly, Avgiris said companies like Comcast and Time Warner are looking at Wi-Fi networks and dual mode smartphones to deliver their wireless offerings.

Cablevision’s Bickham discussed the deployment of their Optimum WiFi service in the New York area (see this earlier post), and the agreement between Time Warner, Comcast, and Cablevision to allow Wi-Fi roaming across each others’ networks (see this Multichannel News article).

All agreed that wireless would be a key part of the bundle of services offered by cable operators, but most spoke to the consumer benefits of that.  It’s no longer about bundling services just to save money, it’s about the experience.  When customers can use their mobile device as a gateway and player for their home based services, that becomes a powerful driver for consumer interaction.

When questioned about the FCC’s pursuit of Title II, Time Warner Cable’s Glenn Britt and Cox’s Pat Esser both spoke to the success of broadband and suggested the FCC would be wise to keep interference to an absolute minimum.

The talk quickly turned to business models – both the delivery of products across different media, as well as how the convergence of media may result in changes to the pricing models.  To the former, Britt suggested operators should avoid thinking of every new screen as a different business, and instead focus on the industry’s true business – telling a great story via video – and thinking of new ways to meet that business goal regardless of platform.

On pricing, Esser suggested there will be open models, subscription models and transactional models, and said the goal of the operator is to facilitate them all, in a way that is easy for consumers.

The discussion of pricing led to a brief discussion of retransmission consent.  Both the programmers and the operators seemed largely unconcerned and said the process would get fixed.  However, Viacom’s Philippe Dauman did note that despite the sometimes contentious negotiations, the net result to consumers is positive.  Dauman noted that the increase in fees gets reinvested into new channels, better programing, and more delivery options.

One area where all sides seemed to agree is the role of sports and gaming as drivers of 3D television.  Asked what the adoption of 3D television would look like, Pat Esser suggested that youth and gaming would be key drivers.  David Zaslav from Discovery Networks noted the programmers push to launch the first 24 hour 3D channel as a driver.  Kevin Tsujihara of Warner Bros. spoke of the role of CE manufacturers, and specifically cited studies that indicate consumers are refreshing devices more frequently.  That, he argued, should shorten the amount of time 3D would take for adoption – especially as opposed to HD.

Britt used the mention of hi-def to note that it took 20 years for high-definition television to take off. He suggested that the migration to 3D will be guided by consumers, and said operators need to be sure to let them drive the process.

For additional coverage of this session, see The Cable Show blog.

The Cable Show’s return to Los Angeles for the first time since 1996 provides the perfect opportunity to reflect on the tremendous progress our industry has made since our last visit to Southern California. In fact, there may not be an industry in America that has so dramatically transformed itself so quickly.

In 1996, our distribution platform was a one-way analog system. Our platform today provides an interactive communications network that entertains and informs with tremendous award winning content, connects millions to an amazing broadband Internet experience, provides superior and affordable digital phone service and offers a growing array of interactive services that have changed the way we consume media and entertainment.

Our industry’s transformation has benefited consumers, our economy, and America’s global competitiveness. Since 1996, our industry has invested $185 billion to produce the most creative and widest variety of programming that is available; and, $160 billion in massive infrastructure upgrades, maintenance and equipment that can deliver five gigabits per second of data. And, despite a challenging economy, we continue to invest and innovate.

We should probably stop talking about the “convergence” around the corner. It is here now. Cable service is no longer just video, and content is no longer just viewed through the TV. Broadband has become a “must have,” and the Internet economy has exploded. Consumers are in the driver’s seat as they continue to witness more choice, new platforms, and optimization of their personal telecom services.

Words can hardly do justice to the myriad ways that our industry is now an integral part of life for millions of consumers. So, if you are one of the thousands joining us at The Cable Show, experience yourself cable’s impact by visiting the centerpiece of the show’s exhibit floor, My World—Powered by Cable. It’s an inspiring, immersive journey into the new era of anytime, anywhere, anyway-you-want-it content and communication. Modeled after a Hollywood back-lot, My World leads visitors through a virtual world of buildings, neighborhoods and living spaces brought to life through the connective power of our services. It demonstrates the full breadth of our industry’s ability to provide media and communications experiences the way you want it. And throughout the show floor, you’ll find more than 300 exhibitors displaying our industry’s greatest content, services and technologies

Right next to My World, CableNET highlights the latest emerging services, including ultrafast broadband, advanced advertising, interactive television, 3D TV and much more.

We’ve also got a great line-up of general sessions and panels that will tap into some of the most creative minds from our industry, Hollywood and Silicon Valley. And even though we are far from Washington, you’ll find a robust public policy program featuring top officials from the federal government and the Obama Administration.

So, welcome to Los Angeles and your world.

Since 2006, I have blogged the events of our event, reporting on various session and detailing interesting things on the exhibit floor. This year, in order to augment our coverage, we’ve decided to bring in a fresh perspective, someone from outside, to contribute to our blog coverage.

Here are the parameters:

• The Cable Show runs May 11-13 in Los Angeles. If you’re located in California, that is a plus.
• We’d like someone with some knowledge of broadband technology, since the show will be featuring such things as place-shifted TV services like TV Everywhere, 3-D video, DOCSIS 3.0 and so on.
• You should be a good writer. We would need somebody to cover events and write them up in a timely fashion.

What will you see at the Show? FCC Chairman Julius Genchowski will be addressing the attendees, and we’ve got a number of big names on the General Sessions that we’ll be announcing soon. The My World exhibit will highlight a lot of cutting-edge applications and services. Wednesday, May 12, is the NBC Universal party, held at Universal Studios Hollywood.

This is a paid gig, so we’ll be looking for someone with the skills and moxie to carry it off. If you think you’re right for the job, drop us a line at blogforcable@gmail.com. We look forward to hearing from you.

[This has been cross-posted at The Cable Show blog.]

On Monday, James Assey, Executive Vice President of NCTA, participated in a Roundtable on Nondiscrimination and Interconnection Obligations.

As part of the stimulus package, funding was included to “establish a Broadband Technology Opportunities Program for awards to eligible entities to develop and expand broadband services to rural and underserved areas and improve access to broadband by public safety agencies.” NTIA and RUS, the agencies that are implementing BTOP, are holding a series of public meetings, and Monday’s event was part of this. In broad terms, “Nondiscrimination and Interconnection Obligations” refers to how networks interact with each other and exchange traffic.

That’s a whole lot of background to set-up the statement that Assey delivered, which can be accessed on our website, along with a summary.

On Tuesday, NCTA Associate General Counsel Steve Morris spoke on a panel at another public meeting. Andrew Feinberg at BroadbandCensus.com provided coverage:

The statutory guidelines provide a good start in determining standards, said Morris. Morris invoked President Obama’s call for a transparent process, and said it be governed by a merit-based system of seven objective measurements to be shared between NTIA and RUS.

Job creation and preservation should be first and foremost among the selection criteria, Morris said. Preference should also be given to those applicants that can complete build-out within the statutory time periods, and that are able to maintain projects afterwards.

Infrastructure should be built out first the “last mile,” Morris said. And programs that target schools, libraries, and other “public interest” institutions should be ranked ahead of those that don’t, he added. Further considerations could be cost per capita and relative expense compared to other forms of communication, he said.

On Wednesday, NCTA responded to a Request for Comments on the FCC Report On Rural Broadband Strategy; those comments can also be found on our website. Essentially, we called for complete interagency communication and coordination; transparency; a set of coherent and clearly defined goals; an update of the FCC’s universal service and pole attachment policies; and an initial focus on extending broadband facilities to unserved areas and underserved populations.

Also this week, Representatives Joe Barton [R, TX-6] and Cliff Stern [R, FL-6] sent a letter to NTIA, RUS and the FCC about the broadband stimulus funds. You should read the letter, but some of the key points are:

• Stimulus funds should go where broadband mapping has been completed
• Funding should go to the unserved over the underserved
• We should stimulate demand rather than supply
• These efforts should be technologically & competitively neutral
• We should fund economically efficient projects

Today, we started trucking equipment over to the Washington Convention Center here in D.C. A crew will start setting up our Broadband Nation exhibit over the weekend (see this previous post).

Broadband Nation is our 20,000-square-foot interactive exhibit at The Cable Show.  This exhibit will demonstrate the many ways in which broadband technology has changed the way Americans live, work and play.  It’s a hands-on opportunity to experience a wide variety of innovative new technology products and services available both now and possibly in the future for the home, school, and office, as well as specialized applications for medical centers, schools, and retail and entertainment outlets, among others. Broadband Nation seeks to capture in tangible ways how broadband has, and will, alter the everyday life of Americans; the exhibit will provide a good rationale for the broadband stimulus funding.

Next week, there will also be a couple sessions at The Cable Show that will focus on this issue.

• Wednesday, April 01, from 3:00 – 4:15 p.m., the session “21st Century Communications Policy: The Role of the States” will feature a conversation with State Public Utility Commissioners examining (like it says in the title) the states’ role in this process.
• Friday, April 03, from 11:00 a.m. – 12:15 p.m., the session “If We Build It, Will They Log On: Barriers to Broadband Adoption and Use” will look at how to drive adoption of broadband applications within the medical, education, safety and environmental/energy sectors.

Part of the business of cable here at the Show is a discussion of ways to better serve, and better reach, customers.  The Association of Cable Communicators, an organization of communications and public affairs professionals, this morning hosted Publicity Play: Making an Impact in a Fragmented Media Age - a look at how cable operators and programmers are managing their brand, their promotions, and their customer service through blogs, social networks, and other new media.

Peter Kiley from C-Span moderated the panel which included Chelsye Burrows of Starz Entertainment, Ellen East of Time Warner, Annie Howell of the Discovery Channel’s Planet Green, Jennifer Khoury of Comcast, and Ellen Kroner of Rainbow Media. 

After brief introductions of the panelists and their company, the conversation turned to ways the companies are using digital media to do their jobs.  Ellen East shared an effort by Time Warner to have staff travel to the front lines and work customer service.  They blogged about the experience so co-workers could understand the challenges faced by both customers and the front line staff.  The blog proved very popular within the company and helped bring the corporate personnel closer to the people interacting with customers every day.

Jennifer Khoury talked about the Comcast Cares program and their use of Twitter and other platforms to monitor customer complaints wherever they popped up and to be proactive about solving them.

While these efforts help improve customer service, cable operators and programmers are also finding more challenges with new media in the marketing of their products, services and programming.  Chelsye Burrows discussed efforts to promote new Starz programming including Hollywood Residential and Head Case.  Extensive outreach was done with blogs covering TV and promotional content was created for the web to engage online audiences.

Similarly, When launching a new music on demand channel, Time Warner in Austin announced the launch events via Facebook and evite events in addition to traditional marketing channels.  They surveyed attendees and found that 46% came from one of the two online efforts – a huge success.  East expressed her belief that online channels were “the way to reach younger audiences”.

Conversation then turned to a discussion of traditional public relations and media relations, and the challenges presented by new media. 

Comcast’s Khoury believes the web has permanently altered the roll of communications personnel.  The media world has changed., she says.  Digital media is forcing changes in customer service, marketing, communications, reporting, deadlines, etc.  It is often a daunting task, she believes, but suggests “you try to work within the new structure and give people what they need.”

One of the most interesting highlights of the discussion was Annie Howell’s discussion of Planet Green’s new electronic press kit.  Not only has Planet Green stopped creating paper press materials and driven them all online, the press sites are developed using green design standards.  The colors are chosen for their lower wattage consumption and the sites use minimal images to draw less power.

The panel bounced back and forth between corporate branding, identity management and promotion of content with some discussion of the blurring line between corporate communications and marketing, but the predominant theme could be summed up by Bob Dylan – The times they are a-changin’.

If you’re a Twitter user (or a Twit, for short), we’ll be using the hashtag #cs08. Track #cs08 on Twitter and follow the action.

If you’re in New Orleans for the Show, send us a note and let us know. You can also follow @CableShow for our updates throughout.