Program Schedule

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Friday, October 24
08:30 AM PitchQuest Registration Opens * located in the Shaw Theater Lobby
09:30 AM PitchQuest Student Finalists Live Pitches * located in the X107 Lecture Theater
11:30 AM PitchQuest Professional Finalists Live Pitches * located in the X107 Lecture Theater
12:00 PM Conference Registration Opens * located in the Shaw Theater Lobby
01:00 PM WORKSHOP: Transmedia Storytelling — The Future of Story Across Multiple Media Platforms * located in the Shaw Theater

As a generation matures in an age of pervasive media, young people are demanding access to story in new and innovative ways, which demand vanguard skills in the development, production and distribution of content. Transmedia storytelling is a cutting edge technique that allows storytellers to convey messages, themes and rich narratives to a mass audience through the artful and well-planned use of multiple media platforms.  

Transmedia methods have been used to extend such properties as the Marvel Cinematic Universe, The Hunger Games, Doctor Who, and Halo, as well as such brand campaigns as Coca-Cola’s Happiness Factory across an array of media touch points. What is the origin of transmedia storytelling? What are the basic tenets of this technique? How can it help you become a successful storyteller? Can you use these techniques for your own projects? And can you launch a career in transmedia production? Jeff Gomez, CEO of Starlight Runner Entertainment, and the world’s leading transmedia producer, will answer all of these questions in this seminar aimed at aspiring media professionals.
Presenter:   Jeff Gomez, CEO Starlight Runner Entertainment
For Premium Conference Pass Holders

04:00 PM Conference Welcome and Introductions * located in the Shaw Theater

Michael Hennessey, CMPA and Dr. Glenn Feltham, PhD, MBA, LLB, CMA, FCMA, President, NAIT

04:10 PM PANEL SESSION: StoryWorld Quest — Content Creators & Technologists Creating the Future of New Media, Immersive Storytelling, Entertainment & Branding * located in the Shaw Theater

How are emerging technologies and innovations in digital media, from television and the web, to 4K, mobile and social media, changing the way we tell stories — stories that are not confined to a single narrative medium but told across a variety of platforms?  A diverse panel of industry leaders reveal their perspectives on transmedia, cross platform storytelling, audience engagement, storyworlds and franchises.  It’s an overview of current trends in the creation of all media content today — from film and television to multi-channel networks, games, immersive fulldome experiences, branding and more. 
Panelists: Paul Thorsteinson, Chief Technology Officer, Robots and Pencils; Ed Lantz, Vortex Immersion Media, President & Co-Founder IMERSA; Jeff Gomez, CEO, Starlight Runner Entertainment; Tessa Sproule, Co-Founder, VUBBLE; Ryan Lussing, Smoke Bomb; and Prem Gill, Director, Original Production & Programming, TELUS Optik TV
Moderator: Michael Hennessey, CMPA

05:30 PM VIP Opening Reception * located at Ernest’s (NAIT School of Hospitality and Culinary Arts)

Dr. Glenn Feltham, PhD, MBA, LLB, CMA, FCMA, President, NAIT
(invitation holders only)

09:00 PM Free WolfCop Screening * located in the Shaw Theater

wolfcopJoin StoryWorld Quest for a FREE screening of the Canadian film that won the CineCoup Film Accelerator and is now terrorizing horror festivals around the globe. Producer J. Joly and Writer/Director Lowell Dean will be in attendance for a Q & A. Synopsis: It’s not unusual for alcoholic cop Lou Garou to black out and wake up in unfamiliar surroundings, but lately things have taken a strange turn. Crime scenes seem oddly familiar. Lou’s senses are heightened, and when the full moon is out, he’s a rage-fueled werewolf. WOLFCOP is one cop’s quest to become a better man… one transformation at a time.

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Saturday, October 25
07:30 AM Registration Opens for Workshops * located in the Shaw Theater Lobby

For Premium Conference Pass Holders

08:30 AM WORKSHOP: The Art of Creating A Robust Storyworld * located in the Shaw Theater

The way people consume entertainment and purchase products have changed and content creators are being forced to adapt to an ever-changing cultural landscape. Drawing from the newly released transmedia design book, “Make Your Story Really Stinkin’ Big,” this workshop will introduce any content creator, from entrepreneurs to filmmakers, to a fresh and innovative approach on how to creatively develop their stories in a way that will allow them to grow from concept to franchise while also leveraging a variety of media platforms and building a community of brand evangelists. In order to effectively execute this type of project, the story needs to be developed and pitched in a very specific, targeted way. This class will act as a creative, yet straightforward manual on how to not only identify a great transmedia concept, but also how to take one script and turn it into a franchise that will last generations. Those in business will also be able to use this same approach to brand their companies and products, and reinvent their marketing and advertising to reach the next generation of consumer.
Presenter:  Houston Howard, Author, Transmedia Consultant & Producer, One 3 Productions
For Premium Conference Pass Holders

08:30 AM WORKSHOP: Initiating Transmedia Storytelling In Your Organization * located in the X107 Lecture Theater

Transmedia storytelling is a powerful way to engage audiences and share meaningful brand stories. Many organizations effectively use transmedia story telling with consumers but miss the many opportunities to leverage the concept internally with their teams.  This seminar with explore how the same activities that work with external consumer audiences can be applied inside the organization to ignite the passion of your team and empower them with stories to share with customers.
You’ll learn:

  • How to bring stories alive inside your organization using technology you most likely already have
  • How to create a connection between stories and the retail experience
  • How leading brands are using storytelling to empower and engage their teams

Presenter:  Kurt Kennedy, CEO, Kennedy Communications Global
For Premium Conference Pass Holders

09:30 AM Conference Registration, Exhibit and Demonstration Area Opens * located in the Shaw Theater Lobby
10:30 AM Welcome, Introductions and Basics of Conference * located in the Shaw Theater

Dr. Glenn Feltham, PhD, MBA, LLB, CMA, FCMA, President, NAIT
Kristin Petrovich Kennedy, President/Founder, Createasphere

11:00 AM KEYNOTE Speakers – Lisa Coulman, Partner, PwC and Mark Swierszcz, Director, Bell Media * located in the Shaw Theater
Reaching the connected consumer and your audience

What do consumers and audiences want?  Connected consumers are driving companies to apply innovation and agility in order to understand and meet their needs. This is particularly true for advertising.  How are leading consumer companies rethinking their advertising dollars to reach the connected consumer? This presentation will explore best practices in marketing effectiveness.  
Topics covered will include:
- Increasing need to harness data to understand, target and engage individuals at a personal level
- Use of new measurement techniques to ensure relevance
- Innovations in mobile and video
-Changing relationship between consumers and advertisers
What is the Outlook?
One comparable online source of consumer and advertising spending.  Understanding where consumers and advertisers are spending their money in the entertainment and media industry can help inform many important business decisions. But being able to find comparable data, for multiple entertainment and media segments and countries and from a single source, can be a challenge.
Now in its 15th year, PwC’s annual Global entertainment and media outlook (Outlook) provides a single comparable source of five-year forecast and five-year historic consumer and advertiser spending data and commentary, for 13 entertainment and media segments, across 54 countries. www.pwc.com/ca/outlook
Keynote Speaker: Lisa Coulman, Partner, PwC

The Future is Now: Content Strategy for Multiple Platforms

So reads the headlines on the landing page of Bell Media, Canada’s premier multimedia company and home to leading assets in television, radio, out-of-home advertising, and digital media. Mark Swierszcz, Director, Specialty Digital Content for Bell Media, will share his insights on industry wide trends as well as what steps Bell Media has taken to stay on the cutting edge. How is content being consumed, what are unique challenges for engaging the Canadian and international audiences and what new financial models are emerging for financing content creation and distribution.
Keynote Speaker: Mark Swierszcz, Director, Special Digital Content, Bell Media 

11:45 AM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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12:00 PM PANEL SESSION: It Starts with the Story * located in the Shaw Theater

What does it take to create a great story in the expanding, merging worlds of digital and new media? What makes a storyworld different than a story?  In this session, top  Canadian and U.S. writers and showrunners will share their on-the-ground experiences working in transmedia storytelling across multiple platforms.  Discover the new opportunities that exist for writers and creators in today’s emerging media landscape.
Panelists: Maureen McHugh, Emmy-Winning Multi-Screen Series “Dirty Work”; Steve Mitchell, Writer/Showrunner, “The Pretender”; Sean Stewart, Creative Director, X Box Entertainment Studio & Author; Evette Vargas, Award-Winning Multi-Platform Series “Dark Prophet”; and Michael Jorgensen, Filmmaker, Myth MERCHANT FILMS
Moderator: Houston Howard, Author, Transmedia Consultant & Producer, One 3 Productions

01:00 PM PitchQuest Awards Luncheon * located in the North Lobby

Award Presenters: Prem Gill, Director, Original Production & Programming – TELUS and Valerie Creighton, President and CEO, Canada Media Fund
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02:30 PM PANEL SESSION: Using Social & Online to Engage Your Audience * located in the Shaw Theater

Online digital media is outpacing traditional media as channels like Machinima.com, Vimeo, Netflix, Hulu and Amazon, not to mention the scores of new media channels, are creating and distributing digital.  This panel of experts will discuss the nuances and strategy of this new world of audience building and engagement.
Panelists:   Erica Hargreave, Head of Creative & Interactive Ahimsa Media; Mack Male, Mastermaq; John Canning, NBC-Universal; James A. Neufeld, Founder & CEO, SAM; and Catherine Saykaly-Stevens, Author, Web Series Writer and Content Creator, Owner of The Networking Web.
Moderator:  Paula Simons, Edmonton Journal

03:30 PM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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03:45 PM DEEP DIVE: The Importance of Narrative & Story in the Creation of Dragon Age * located in the Shaw Theater

Bioware Studio GM, Aaryn Flynn will share his insights and experiences during the “making of” the latest, yet-to-be-released version of Bioware’s popular game Dragon Age.  You’ll learn how story integrates into also get a special sneak peak of the actual game.
Presenter:  Aaryn Flynn, Studio GM, Bioware

03:45 PM DEEP DIVE: * Giving Your Story Legs: How Mobility Can Help Content Build Community — located in the X107 Lecture Theater

As tablets and smart phones dominate the marketplace, the expanding mobile web is providing new and exciting opportunities for content creators to expand the reach of their storyworlds. This session will explore today’s mobile space and the convergence of traditional media, branded advertising and technology.
Presenter:  John Heinsen, CEO Bunnygraph, Vice President, New Media Producers Guild of America (PGA)

04:15 PM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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04:30 PM PANEL SESSION: Canadian Television & Web Content in the Digiverse * located in the Shaw Theater

bellFundLogoSMWhat have been the Canadian indys’ and networks’ successes in the DigiVerse?  What examples, stories and marketing strategies can they share?  What advice can they offer Alberta content creators on what works and what doesn’t in the new multi-platform environments?
Panelists: Ryan Lussing, Smoke Bomb; Zach Feldberg, Manager, Original Programming & Shows, Digital, Shaw Media; Dale Zak, Co-Founder and CTO, OneStory; and Marcia Douglas, Program Manager, Bell Fund.

Moderator:  Dr. Siobhan O’Flynn, Transmedia Consultant/Professor

04:30 PM CANON PRESENTS: How To Get the Best Camera Results to Maximize Your Story’s Potential * located in the X107 Lecture Theater

spnsCanonNoTagSMJoin Canon Canada’s Northern Explorer of Light Sarah Moffat for a seminar on cinematography. Sarah provides useful tips and tricks on how to get beautiful images, quickly and efficiently from Canon’s Cinema EOS Cameras.

Seminar topics will include:
- Getting the most of your Cinema EOS Camera
- 4K Video Production
- Maximizing image quality with C-log
- Workflow tips — from lens to post’

Presenter: Sarah Thomas Moffat, Cinematographer, Canon Northern Explorer of Light

05:30 PM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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05:45 PM PANEL SESSION: Show Me The Money * located in the Shaw Theater

As the landscape of content creation, distribution, technology and audience and customer viewing habits continues to rapidly shift, the biggest questions facing today’s professional are — where’s the money for content production and merging media and what can I expect from my investment in transmedia and cross platform campaigns?  Is it really worth it to make the effort?  This panel of experienced experts will share their perspectives on new financial opportunities arising, the challenges and opportunities.
Panelists:  J. Joly, CEO & Founder, CineCoup Media Inc;  Don Pare, Chairman of RvCapital; Marcia Douglas, Manager, Bell Fund; Valerie Creighton, President & CEO, Canadian Media Fund; Jeff Brinton, Alberta Media Fund
Moderator:  Joe Novak, Founder & Owner, Bow River Productions

06:45 PM Hosted Reception & Dinner * located in The Nest

(open to all Attendees) 

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Sunday, October 26
08:00 AM Registration Opens for Workshops * located in the Shaw Theater Lobby

For Premium Conference Pass Holders

08:30 AM WORKSHOP: Broadcasters – Enthrall Your Audience — Telling The “Right” Story for the Right Platform Powerful Storytelling Techniques across ALL mediums * located in the Shaw Theater

In our “short attention span world” – What’s the best way to get YOUR story across? People are pressed for time and tend to “scan” quickly, but stories that inform, entertain, inspire, persuade and connect or introduce us to characters we can care about, or make us laugh or cry or think about the world in new ways – will always engage.  Are you harnessing the power of multi-version across multiplatform’s storytelling? In this workshop, learn what works – elements of multi-version storytelling for multiple platforms.  Find the right platform to tell the world your story and learn the techniques specifically for broadcasters.
Presenter:  Valerie Geller, Geller Media
For Premium Conference Pass Holders

08:30 AM WORKSHOP: Transmedia & Experience Design — Crafting Your Best Story * located in the X107 Lecture Theater

Are you an accomplished storyteller? filmmaker? Producer? Jumping into transmedia? Digital media? Now that we’re looking at a commercial landscape where audiences expect entertainment properties to offer rich interactive storyworlds, extend across platforms, offer game elements, have sharable content for mobile, engage fans with social media, create opportunities for fan interaction and fan-generated content, you need to know about experience design.

In today’s interactive entertainment landscape, you not only need to tell an immersive, satisfying story, you also need to identify and understand the experience you want your audience to have engaging with your content at every point of interaction and as a continuous whole. We’ll look at why Disney was the master of experience design and how his best practices can be adapted to your project and we’ll learn from the latest iteration of experience design, what Coca Cola has termed ‘liquid content.’

This workshop will provide concrete strategies and paradigm shifting insights that will help you craft and deliver your best story experience.
Presenter:  Dr. Siobhan O’Flynn, Founder TMCResourceKit.com
For Premium Conference Pass Holders

09:30 AM Conference Registration, Exhibit and Demonstration Area Opens * located in the Shaw Theater Lobby
10:30 AM DEEP DIVE: Inside Crowdfunding and the Art of Social Monetizing * Located in the Shaw Theater

Crowd-funding has become an exciting, new way to fund your projects. Learn about the latest trends in the field, how to know if you’re ready to create a campaign and advice on how to create and launch your own successful campaign. 
Presenter: Dan Pare, Chairman, RvCapital, Inc.

10:30 AM DEEP DIVE: “How to Build a Transmedia Team?” * located in the X107 Lecture Theater

Have you identified the various multiplatform’s of your intellectual property, but aren’t sure how to begin producing it? Are you overwhelmed with the notion of integrating and producing media across platforms? Do you lack the knowledge to develop your property into comic books, mobile apps, games, interactive experiences and more? Then, this workshop is for you. Learn how to develop each platform of you property by building a transmedia team. Every noteworthy production is about, “the people, the people, the people.” This workshop provides concrete strategies and paradigm shifting insights that will help you assemble, inspire and lead a transmedia team to producing your multiplatform property.
Presenter: Evette Vargas, Writer/Director/Producer, Cross Platform Storyteller, Digital Reign

11:00 AM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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11:15 AM Case Study: The National Film Board’s ‘Invisible World * located in the Shaw Theater

In Cambodia, three people’s lives intersect around the near drowning of a child. Join the National Film Board as we present a detailed look at our newest interactive project “Invisible World”. Created by Tyler Endfield and Galen Scorer and produced by Bonnie Thompson, “Invisible World” combines the virtues of traditional narrative film with interactive video, breathing new life into old forms. We’ll break down the project and look at how it challenges the line between documentary and fiction, and between filmmaker and audience, by transforming the viewer into an end-user who can choose among several perspectives or versions of the story. Using a three screen-layers approach that can each be expanded, contracted, hidden or revealed as the user moves a cursor, “Invisible World” is accompanied by the continuous unfolding of voice-over and story, allowing choice even as it retains the rhythm, build and emotional power of traditional cinema. Join us for a sneak-peak of this exciting interactive project from the NFB.
Presenters: Galen Scorer, Co-Creator; Tyler Endfield, Co-Creator; Bonnie Thompson,Producer; and David Christensen, Producer/Executive Producer, National Film Board 

11:45 AM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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12:00 PM PANEL SESSION: GAMES, GAMES, GAMES! * located in the Shaw Theater

The videogame industry has given birth to vast story-worlds that are sending shockwaves through today’s media landscape with their unprecedented immersion and exciting transmedia extensions.  In this session, you’ll hear from the creative’s who design these story-worlds and discover why gamification and game mechanics are essential in the Transmedia experience to engage audiences across multiple screens, media and platforms.
Panelists: Flint Dille, Writer/Designer, Ingress, Google; Aaryn Flynn, Studio General Manager, Bioware; Aymar Azaizia, Assassin’s Creed, Head of Content, Ubisoft; Paul Thorsteinson, Chief Technology Officer, Robots and Pencils
Moderator:  Maya Zuckerman, Producer & Founder SF Transmedia

01:15 PM Lunch and Tabletop Discussions * located in the Shaw Theater Lobby

Table Top Discussions/Topics:  Funding, Audience Engagement, Technology, Google Glass, Future Tech, Producers Chat

02:15 PM PANEL SESSION: TV’s Future: MCNS, Second Screen, Smart TV & Beyond…? * located in the Shaw Theater

This session addresses the impact of “digital ecosystems” through which consumers share and view content on a multitude of interconnected devices. These ecosystems are accelerating the ability for consumers to discover, choose and enjoy media, while media and entertainment companies are bundling and marketing their products and services for these ecosystem experiences. Learn the latest on MCNs, Social TV, and what’s happening in the worlds of set-top TV, pads, web and mobile. Hear from industry experts on their findings as audiences increasingly demand multiple screen viewing experiences and how these trends provides opportunities for new careers in the industry.  Learn how to differentiate the new user interface from linear story to layered, and how to utilize and create orchestrated media and a healthy digital ecosystem.
Panelists:  John Heinsen, Executive Producer, Oscar.com, Bunnygraph Entertainment & Chair, Producers Guild of America, New Media Council; John Canning, Producer, NBC-Universal; Paul McGrath, Executive Producer, Interactive, CBC Television
Moderator: Tessa Sproule, Co-Founder, VUBBLE

03:15 PM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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03:30 PM PANEL SESSION: EDMONTONVILLE – The Art and Business of Horror * located in the Shaw Theater

The horror film genre has long been a staple in the industry.  Discovery how inventive filmmakers are discovering new models for creating, producing and distributing their films and extending the storyworlds into other platforms and experiences. Additionally, you’ll also hear from local professionals about the city of Edmonton’s initiative and offerings to make Edmonton the go to location for the horror film productions.
Panelists:  Mike Vogel, Writer/Director, “Phrenic,”; Lowell Dean, “Wolf Cop”; and Jesse Lipscombe, Executive Producer, Actor, Mosiac Entertainment; and Tim Rutherford, Co-Writer/Co-Director.
Moderator:  Brad Stromberg, Edmonton Film Commissioner

03:30 PM PANEL SESSION: Branded Content and Entertainment — the Art of Integrating Story and Brands * located in the X107 Lecture Theater

From ads to stories, from social media to live events, the advertising and marketing worlds are changing at a rapid pace.  With more and more brands affiliating with or producing original content, technology is changing the way we experience this new marketing.  Join a panel of experts who will provide examples and discourse on the merger of storytelling, marketing and consumer engagement and discuss the latest trends in branded content, branded entertainment, marketing and sponsored content.                                                                                             
Panelists: Matt Doherty, Associate Director, Global Digital Creative Development, Ogilvy & Mather Worldwide; Chris Harris, Vice President, Strategy & Business Development, Secret Location; Darren Tonn, Partner, Creative Director, Incite
Moderator:  Kate McCallum, Producer, Bridge Arts Media, LLC, Producers Guild of America (PGA), New Media Council Board Delegate,  SWQ Conference Chair

04:30 PM Break – Networking & Chai’s Coffee Bar * Located in the Shaw Theater Lobby

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04:45 PM The Wrap Up Keynote – The Future At Hand * located in the Shaw Theater

Ana Serrano, the head of Digital Content for the Canadian Film Centre, will share the latest exciting work being done at the CFC as she recaps highlights of the conference. She’ll share insights on the latest trends at the edge of storytelling and emerging technologies such as the Oculus Rift virtual reality, augmented reality, holography, personalized media and more. Discover how these new technologies and story experiences have the potential to enhance your ability to innovate, create content and engage bigger audiences and more fans as we move into the future.
Presenter:  Ana Serrano, Chief Digital Officer, Canadian Film Centre

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SWQ Agenda Highlights
12:00 PM PANEL SESSION: It Starts with the Story * located in the Shaw Theater

What does it take to create a great story in the expanding, merging worlds of digital and new media? What makes a storyworld different than a story?  In this session, top  Canadian and U.S. writers and showrunners will share their on-the-ground experiences working in transmedia storytelling across multiple platforms.  Discover the new opportunities that exist for writers and creators in today’s emerging media landscape.
Panelists: Maureen McHugh, Emmy-Winning Multi-Screen Series “Dirty Work”; Steve Mitchell, Writer/Showrunner, “The Pretender”; Sean Stewart, Creative Director, X Box Entertainment Studio & Author; Evette Vargas, Award-Winning Multi-Platform Series “Dark Prophet”; and Michael Jorgensen, Filmmaker, Myth MERCHANT FILMS
Moderator: Houston Howard, Author, Transmedia Consultant & Producer, One 3 Productions

01:00 PM WORKSHOP: Transmedia Storytelling — The Future of Story Across Multiple Media Platforms * located in the Shaw Theater

As a generation matures in an age of pervasive media, young people are demanding access to story in new and innovative ways, which demand vanguard skills in the development, production and distribution of content. Transmedia storytelling is a cutting edge technique that allows storytellers to convey messages, themes and rich narratives to a mass audience through the artful and well-planned use of multiple media platforms.  

Transmedia methods have been used to extend such properties as the Marvel Cinematic Universe, The Hunger Games, Doctor Who, and Halo, as well as such brand campaigns as Coca-Cola’s Happiness Factory across an array of media touch points. What is the origin of transmedia storytelling? What are the basic tenets of this technique? How can it help you become a successful storyteller? Can you use these techniques for your own projects? And can you launch a career in transmedia production? Jeff Gomez, CEO of Starlight Runner Entertainment, and the world’s leading transmedia producer, will answer all of these questions in this seminar aimed at aspiring media professionals.
Presenter:   Jeff Gomez, CEO Starlight Runner Entertainment
For Premium Conference Pass Holders

05:45 PM PANEL SESSION: Show Me The Money * located in the Shaw Theater

As the landscape of content creation, distribution, technology and audience and customer viewing habits continues to rapidly shift, the biggest questions facing today’s professional are — where’s the money for content production and merging media and what can I expect from my investment in transmedia and cross platform campaigns?  Is it really worth it to make the effort?  This panel of experienced experts will share their perspectives on new financial opportunities arising, the challenges and opportunities.
Panelists:  J. Joly, CEO & Founder, CineCoup Media Inc;  Don Pare, Chairman of RvCapital; Marcia Douglas, Manager, Bell Fund; Valerie Creighton, President & CEO, Canadian Media Fund; Jeff Brinton, Alberta Media Fund
Moderator:  Joe Novak, Founder & Owner, Bow River Productions

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