The Panel: (from left) Michael Davies, Ted Harbert, Bonnie Hammer, Matthew Blank, Abbe Raven, Doug Herzog

By Gene Herd
Mar 15, 2007, Beverly Hills.   An undeniable indication of cable warming is the annual rise of attendance at the Cable Chiefs Newsmaker Luncheon. Launched eight years ago, as homage to broadcast’s nascent competition, cablers packed the Century Plaza Hotel’s Los Angeles Ballroom in a showing that rivals the record crowds for the annual Network Chiefs summit meeting. Co-Chairs Kevin Beggs, President, Programming Production at Lions Gate TV and Aaron Kaplan, Worldwide Head, Scripted TV & Programming, Wm Morris Agency, selected Michael Davies, President/CEO, Embassy Row, as moderator. Panelists: Matthew Blank, Chairman/CEO Showtime Networks; Bonnie Hammer, President, USA Network/SciFi Channel; Ted Harbert, President/CEO, Comcast Ent. Group; Doug Herzog, President, MTVN Ent. Group and Abbe Raven, President/CEO, A&E TV Networks.
 
Moderator Michael Davies pushed the panel to weigh in on topics ranging from the challenge and necessity of branding to how best to maximize the opportunity that has evolved with digital media.  Davies also asked the panel to for predictions about their industry five to ten years down the line. 

"The best way for cable networks to stay relevant is to have a brand that appeals to younger viewers, said Harbert.  Bonnie Hammer’s opinion is that "it is imperative that the brand emanate organically from the programming," referencing USA’s “Characters Welcome” as an example.

   On the subject of digital media, and YouTube and iTunes in particular, Showtime’s Blank commented that "the exposure of having content on-line has been very beneficial in building buzz for upcoming shows, such as The Tudors."
Regarding advertisers, A&E’s Raven noted that "since the acquisition of The Sopranos, advertisers have been flocking to the show and it’s promo on all platforms.  Advertisers want to be associated with quality content, no matter what platform, but still recognize the importance of linear tv."
Regarding the future, MTV’s Herzog noted that he and his family occasionally gather around the computer today, and sees a future where the line between tv and computer blurs even more.