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EVENT NAME: Next Level Summit: Know Your Audience
When: Thursday, October 19, 2023
Event Description: No matter what the platform or person, KNOWING YOUR AUDIENCE is critical to success. From the newsroom to the boardroom, audience matters in every aspect of our work in journalism, entertainment, production, marketing, public relations and beyond.
Elevate your career journey by joining us virtually for NBCU Academy’s “Next Level Summit: Know Your Audience” on Thursday, October 19. Learn, grow and connect with top leaders, journalists and innovators on the best ways to identify and connect with your audience, up your content creation game, secure your next promotion and take your career to the next level!
Live locations: DC Meet the Press Studio, 30 Rock, Telemundo =or= LA, CCNY, Arizona State, Mizzou Campus, William Paterson University
NBCU Control Room: TBD
10:00-10:45a: NBCU Sizzle, Welcome, Top Leaders Panel
10:45-11:00a: Andrea Mitchell One-on-One
11:00-11:45a: Gaming Tech For the Audience
11:45-12:30p: Breakout Sessions (Choice of 3) – Digital & Streaming/Social Media/Communities of Color
12:45-1:30p: Fireside Chat TBD: Efforting TODAY Anchor Team
1:45-2:30p: Career Expo Rooms (Choice of 3) – Grow Your Career/Careers in Audience Research/Connecting with your audience on-air
10:00-10:10a: SUMMIT OPENING SESSION: WELCOME
Opening NBCU Sizzle
Summit Host: Zinhle Essamuah, “NBC News Daily” Co-Host (30 ROCK 6E NOOK)
10:10-10:45a: Panel #1: THE NEW AUDIENCE LANDSCAPE (MTP STUDIO)
With today’s competitive and evolving media landscape, reaching and attracting new audiences has never been more challenging. Join top leaders from NBCUniversal News Group as they discuss the importance of building trust with their audiences and their innovative strategies for retaining viewers and engaging new consumers.
Moderator: Kristen Welker, “Meet the Press” Moderator
· Rebecca Blumenstein, NBC News President, Editorial
· Rashida Jones, MSNBC President
· Beau Ferrari, Telemundo Enterprises Chairman
· Dalila Wilson-Scott, Executive Vice President & Chief Diversity Officer, Comcast Corporation & President, Comcast NBCUniversal Foundation
10:45-11:00a: ONE-ON-ONE WITH NBC’S ANDREA MITCHELL (MTP STUDIO)
Veteran journalist, anchor, NBC News Chief Washington Correspondent and Chief Foreign Affairs Correspondent Andrea Mitchell marks 45 years reporting for the network and 15 years as an anchor on MSNBC. During that time, she’s landed interviews with some of the biggest newsmakers on the national and world stage. Hear how Mitchell has built her brand as one of the most trusted journalists of our time.
Moderator: Kristen Welker, “Meet the Press” Moderator
Special Guest: Andrea Mitchell, NBC News Chief Washington Correspondent, Chief Foreign Affairs Correspondent & Host of MSNBC’s “Andrea Mitchell Reports”
· Welker tosses to 15 NBC’ers on Andrea Mitchell piece to allow leaders to exit and Andrea to be seated
**Welker thanks and tosses to Brian Cheung**
11:00-11:45a: GAMING TECH FOR THE AUDIENCE (MTP, 30 ROCK OR TELEMUNDO STUDIO)
Did you know the game engine behind one of the most popular videogames in the world, Fortnite, also helps power the news and entertainment world? Explore how NBCUniversal and Telemundo have leveled up movies, news, entertainment and sports by integrating video gaming technology to bring audiences more high-tech productions than ever before. Hear from the cutting-edge technical teams and artists that are modernizing the way we deliver and produce content that audiences are craving.
Moderator: Brian Cheung, NBC News Business & Data Reporter
· James Matarese, Real Time Graphics Senior Managing Art Director
· Fabian Albarracin, Real Time Graphics Director
· Benjamin Daniels, Universal Television Alternative Studios Vice President of Production
· Films TBD
**Brian thanks and tosses to Summit Host**
**Zinhle thanks and tosses to Breakout Sessions**
11:45-12:30p: BREAKOUT SESSIONS (CHOICE OF 3):
Breakout #1: UNDERSTANDING STREAMING AND DIGITAL AUDIENCES (MTP STUDIO)
How did NBCU News Group become the #1 news source for streaming and digital news? Join executives from NBC News, MSNBC and Peacock, who will share their insights and strategies in building audiences on digital platforms. Learn how NBC News NOW became the top streaming news network and find out how NBCU leaders in both entertainment and news are luring new audiences to Peacock. Lastly, go behind the scenes of how NBC News Digital leaders pivot on the fly while analyzing real time audience traffic and analytics.
Moderator: Hallie Jackson, “Hallie Jackson NOW” Anchor
· Janelle Rodriguez, NBC News Programming EVP
· Brian Henderson, Peacock Programming EVP
· Catherine Kim, NBC News Editorial SVP
· Rebecca Kutler, MSNBC Content Strategy SVP
Breakout #2: MEETING SOCIAL MEDIA AUDIENCES WHERE THEY ARE (VIRTUAL VIA HOPIN)
As audiences shift to streaming and digital, social media continues to play a pivotal role in how people learn about, consume and share content. Understanding social media is key to attracting younger viewers. Online buzz can make the difference between a film becoming a blockbuster hit or a major flop. Think Barbenheimer. Learn how top editorial leaders and journalists are using social media to boost ratings, grow audiences and stay ahead of the game.
Moderator: Savannah Sellers, “Morning News NOW” Anchor
· Devan Joseph, NBC News Original Social Video Executive Producer
· Travis Miller, NBC Sports Social Media Director
· Emily Quinn – Peacock Partnerships & Business Development Manager
· Lauren Begasse – MSNBC Brand Marketing Director
Breakout #3: KNOWING YOUR AUDIENCE IN COMMUNITIES OF COLOR (VIRTUAL VIA HOPIN)
How do you best connect with underrepresented communities when it comes to storytelling, outreach, entrepreneurship or philanthropy? Our panel of experts will share their experiences and best practices for identifying and targeting the critical needs of a community in order to best serve them and have real impact.
Moderator: Trymaine Lee, MSNBC Correspondent & “Into America” Podcast Host
· Gwyneth Gaul, Comcast Associate VP of Strategic Partnerships & Community Impact
· Brandon Nicholson, The Hidden Genius Project Chief Executive Officer
· Jessica Santana, America on Tech Chief Executive Officer
· Joy Y. Wang, NBC News Senior Editorial Director
12:30-12:45p: 15-Minute Break (Tz Graphics & NBCU Academy reel plays during break)
SOT Out of Break – Cesar Conde Message
12:45-1:30p: Fireside Chat with TBD – Efforting TODAY anchors
Moderator: Zinhle Essamuah, NBC News Daily Co-Host
Fireside Chat Guest:
**Zinhle thanks, teases Expo Rooms (including toss to Hidden Genius Project piece) and tosses to break**
1:30-1:45p: 15-Minute Break (Tz Graphics & NBCU Academy reel plays during break)
1:45-2:30p Career Expos (Choice of 3) (VIRTUAL VIA HOPIN-NO STREAMYARD)
EXPO#1 – KNOW YOUR AUDIENCE TO GROW YOUR CAREER
Want to get an edge in your job search? Join members of NBCU’s Talent Acquisition team who hire for iconic Late Night and scripted entertainment shows, the legendary TODAY Show and the Olympics. They’ll share must-hear advice for how to zone in on your audience when looking for a job — from researching your interviewer to understanding the ethos of the company, show, or team you want to join.
Moderator: Isabel Sanchez, Telemundo 62 & NBC10 Correspondent
· Ed Asuncion, NBC Sports Principal Recruiter
· Megan Horan, NBCUniversal Entertainment Principal Recruiter
· Ali Stelzer, NBC News Group Talent Acquisition Recruiter
EXPO#2 – CAREERS IN AUDIENCE RESEARCH
From network news to streaming to entertainment and beyond, audience research is critical to understanding what viewers and readers want to watch, read and listen to. What does it take to conduct audience research for a major broadcast, digital or streaming network? Hear from top leaders tasked with unlocking audience trends for NBC News, CNBC, MSNBC, Telemundo Enterprises and Peacock and learn how you can find your career path in this industry.
Moderator: Frank Holland, CNBC’s “Worldwide Exchange” Anchor
· Will Gonzalez, EVP & Chief Data Officer of Research
· Peter Schwartzstein, MSNBC & CNBC Program Research and Insights VP
· Judy Temkin, NBC News Digital Analytics VP
· Marco Noto, NBC News Program Research VP
EXPO#3 – HOW ON-AIR TALENT CONNECTS WITH AUDIENCES
Why does the public gravitate towards certain on-air reporters, anchors and commentators? What makes them resonate with the audience and come off as relatable? Hear from some of NBCUniversal’s on-air stars about how they connect and cultivate relationships with the viewers they serve while remaining true to their authentic selves. Learn their best advice for building your brand – on the air, on social and across diverse communities.
· Jessica Kurdali, NBC News Talent Development Vice President