The Digital Hollywood Experience

The Digital Hollywood Experience


Tuesday, January 9th, 2018

Session I - DH13

LVCC, North Hall, Room N262

9 AM - 10 AM

Understanding the Video Value Proposition

At its core the TV industry has always been about video delivery.  But now Internet TV and mobile are an equal part of the consumer package.  In this session we will explore the comprehensive video and commerce strategy being developed for the consumer.

Mark Young, Senior Vice-President, Global Strategy & Business Development, Fandango/NBCUniversal

Tom Punch, Chief Commercial & Creative Officer, VICE Media
Courtney Coupe, VP, Production, Great Big Story, a CNN Company

Scott Brown, SVP Technology & Strategic Relations, Engineering & Technology, The Nielsen Company

Moderator - Ira Rubenstein, Chief Digital & Marketing Officer, PBS Digital


Mark Young, Senior Vice-President, Global Strategy & Business Development, Fandango/NBCUniversal: Mark Young leads Global Strategy and Business Development for Fandango, the ultimate digital destination for all things movies and a business unit of NBCUniversal. Mark is focused on providing insights into consumer and technology trends and capitalizing on them to grow

all lines of Fandango's businesses, domestically and internationally, including Rotten Tomatoes, Movieclips, Fandango Latin America, Ingresso, Fandango FanShop and FandangoNOW, the company’s new premium digital video service. Mark also oversees distribution and co-marketing of mobile services, commerce and video with third-party partners such as mobile network providers, handset manufacturers, connected devices, social media and digital video platforms, app stores and retailers. Mark joined NBCUniversal from Comcast Interactive Media (CIM), where he led mobile strategy and business development across a portfolio of digital properties. At CIM, he also helped lead the strategy and go-to-market launch of Xfinity’s initial video service on iOS and Android devices. Prior to Comcast, Young was at The Walt Disney Company for seven years, where his positions included vice president of strategy and business development for The Walt Disney Internet and Mobile Group. Prior to Disney, he served as the vice president of business development and partner management for mobile data services pioneer Moviso/Infospace, and an executive at IBM’s Innovation Center where he advised studios and media companies on digital asset distribution and management.

Young is a member of the Center of Technology Management at USC.


Courtney Coupe, VP, Production, Great Big Story: Over the last 13 years, Courtney has run the gamut across the media landscape. She’s seen the underbelly of broadcast television, donning a navy blue suit as an NBC page and setting her alarm for 2:37am (to be exact) at Good Morning America, before launching digital video initiatives at ABC News and Bloomberg. Her work covering the inauguration of President Barack Obama in 2009 for ABC News earned her a News and Documentary Emmy Award – and she’s received two Emmy nominees for Outstanding Live Coverage of a Current News Story (Vote 2010) and New Approaches to News & Documentary Programming: Current News Coverage ( – Target bin Laden: The Death and Life of Public Enemy #1, 2011)


Scott L Brown, SVP Global Engineering & Strategic Relations, The Nielsen Company: Scott L. Brown serves as Senior Vice President, Global Communications, Client Insights & Strategic Relations for Nielsen. In this role, Scott is a frequent speaker and sought after visionary for impending changes to the media landscape, the impact of new technology, and for the path of new advertising models. Scott is responsible for client insights and communications, strategic business relationships, and works with media strategy and digital platform development for the company. Scott focuses much of his time on establishing and managing business relationships with advanced technology and new media companies. He is the key company spokesperson for evolving television technologies, advanced metering systems, and new technology development. Scott provides the internal and external company vision and leadership for the new world of digital convergence, connected TV technology, and multi platform measurement, etc. Scott, is a veteran of Nielsen, with roots going back to Advanced Software Systems Design, progressing into Senior Operations Management, and then into his current position with Nielsen. Scott's expertise is grounded in technology, the implications for Nielsen measurement, coupled with a deep client following on what is relevant in the media world. Scott is frequently asked to forecast the future for major advertisers, and media companies. Scott holds a Bachelor of Science and a Masters Degree from Illinois State University.


Tom Punch is VICE Media's Chief Commercial & Creative Officer. Since starting at VICE, Punch has led teams that have developed new online channels, content & experiential programs, innovative advertising formats & large scale brand partnerships across VICE’s various media properties. Through his creative leadership of Virtue – VICE’s global content agency - he drove global content partnerships with core clients like ABInBev, Unilever, Samsung, YouTube and Google, while also establishing and building out a brand production studio to serve brands and partners. Punch now oversees the commercial content and operations for VICE’s television network VICELAND and its 12 owned and operated digital channels & mobile offerings.  In 2016 the company won a whopping 13 webbies beating out all competitors at the awards. Punch is now leveraging his experience creating award-winning multi-platform content and campaigns to lead VICE’s revenue growth. He works at the intersection of creative and commerce to bring VICE’s content and creative offerings together with sales and publishing to drive VICE’s innovative content monetization models across VICE’s 3 screens & OTT platforms globally. He has also driven a number of the companies recent pro social efforts, spearheading the development of VICE’s forthcoming Impact channel, partnering with Al Gore for climate change and creating the Shopathon campaign with (RED) that this year helped raise 69MM for AIDS treatment in Africa.


Ira Rubenstein, Chief Digital & Marketing Officer, PBS Digital: Rubenstein most recently served as Executive Vice President, Global Digital Media Group for Marvel Entertainment, where he led all digital strategy. He was instrumental in advancing Marvel's social media strategies and developing new digital platforms and distribution outlets for Marvel's comic book titles, as well as expanding Marvel game products. At Marvel, Rubenstein's leadership resulted in numerous deals with leading app, video game and media companies, including the offering of Marvel comics on iPhone, iPad and iPod Touch and Sony's PlayStation digital reader device. He expanded Marvel's digital subscription service to feature more than 8,000 comics, spearheaded the formation of Marvel Digital Video channels on Netflix, YouTube, iTunes, Hulu, Xbox LIVE and the PlayStation Network, and oversaw the company's increased presence across Facebook and Twitter. Before joining Marvel, Rubenstein was Executive Vice President, Content Strategy and Acquisitions for Sony Corp of America, where he led the initial efforts for acquiring content for all Sony devices and to secure deals with major networks, movie studios and record labels. Prior to Sony, Rubenstein served as the EVP of Sony Pictures Digital Entertainment, where he developed worldwide digital marketing, product and distribution strategies and lead the expansion of Sony properties into the digital marketplace through, mobile games, personalization products and innovative strategic partnerships. His efforts generated the first ever ticketing service on a mobile device and the establishment of Movielink, an on-demand program that digitally delivered theatrically released films to broadband Internet users. Rubenstein began his marketing career at Twentieth Century Fox as Manager of Film Research and New Media, where he had the distinction of building Fox's first movie websites for “Die Hard with a Vengeance” and “Mighty Morphin Power Rangers: The Movie.” Rubenstein was recently included on the Producers Guild of America's "Digital 50" and The Hollywood Reporter's “Digital Power 50” lists. Recognition for his work also includes multiple Webby Awards, a Mobie award for games, a Gold Clio and several Key Art Award.