“Building Relevance: Using IPTV to Create Market Value” was held Wednesday, April 16, 9-9:30 a.m., and was presented by Steven Shepherd of Shepard Communications Group.

The presentation focused on IPTV as a relevance enhancer, value creator and differentiator. Using IP to control the delivery of TV services adds minimal value in and of itself; however, using IP to build customer interaction models with television as a foundation has enormous value because of its ability to support the creation of consumer viewing models, media consumption habits, spending preferences and inference models. Furthermore, IP facilitates customized advertising, a massively important goal of content providers today as traditional broadcast television loses its luster for advertisers.