Discovery Communications, NBCUniversal and Funny or Die to present at 2nd annual Branded Entertainment Forum in NYC

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The branded entertainment conference, organized by the team behind the Realscreen Summit, returns to New York City on October 20.

Top executives from companies including Discovery Communications, NBCUniversal, PepsiCo and Funny or Die will take center stage at Realscreen’s upcoming Branded Entertainment Forum, taking place at New York’s Sentry Centers on October 20, 2011.

The event features a number of innovative case studies looking at branded entertainment initiatives from the production companies, marketers and television networks making waves in the rapidly expanding branded content sector, with a focus on those executions in the non-fiction, reality and documentary space.

A series of rapid-fire presentations will reveal the evolution of a variety of impressive executions across multiple platforms, all the while taking a look at the idea, the pitch and the process of getting branded content into the market.

Confirmed highlights include Peter Naylor, EVP Digital Media Sales, NBCUniversal, discussing how NBC’s smash singing competition The Voice leveraged social TV to create one of the most talked-about – and watched – hits of the past year.

Elsewhere, Jocelyn Egan, SVP, Solutions Ad Sales for Discovery Communications, will discuss how the ambitious multi-year, multi-platform Curiosity series has brought on Intel as a presenting partner in a unique, multi-tiered partnership that will see the brand receive broad exposure through the series’ first 16 episodes, and online at curiosity.com.

In addition, there will be a presentation from Funny or Die’s Chris Bruss, Executive Producer, Branded Content and Ed Wise, VP, Ad Sales. They will demonstrate what works as content on the web’s number one comedy destination, and how their digital episodic content "clicks" with consumers.

Also on the agenda is a high-level panel discussion that will examine the key issues behind measurement when it comes to brand-funded content. Panellists include Frank Cooper III, CMO, Global Consumer Engagement, PepsiCo; Evan Shapiro, president, IFC tv and Sundance Channel; Christie Kawada, VP Strategic Marketing Science, Nielsen Entertainment Custom Television; and Tony Weisman, President, Chicago-Boston-Detroit Region, Digitas.

The Branded Entertainment Forum takes place at Sentry Centers in Manhattan on October 20, 2011 and is produced by realscreen, the team behind the Realscreen Summit and the Factual Entertainment Forum, with the input of a high-level advisory board helmed by Doug Scott, President, OgilvyEntertainment; and co-chairs Evan Shapiro, President, IFC tv and Sundance Channel and Robert Friedman, President of Media & Entertainment, @radical.media.

The one-day conference was launched in 2010 to provide inspiration to producers, brand managers, agencies and broadcasters looking to capitalize on the growth of branded entertainment, as marketers look for alternative solutions to traditional marketing.

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Claire Macdonald
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