Tuesday, April 28th, 2015

10:45 AM – Noon, Live Webcast from this Room

Sports Media and Technology Track:  Salon III

Live Sports - Wearing the “Must Watch”  TV Crown: Growth and Influence in Cross Platform Programming and Advertising

Bob Keyser, VP, Partner Services, Pac-12 TV Networks

Jake Steinfield, Founder Major League Lacrosse, Body By Jake

Patrick Crakes, SVP Programming, Research and Content Strategy, FOX Sports

Bob Lynch, SVP, Global Partnerships, Brooklyn Sports & Entertainment (Nets, Islanders, Barclays Center, Nassau Coliseum)

Tom Hoffarth, Sports Columnist, LA News Group Daily News

Bob Gold, Principal, Bob Gold & Associates, Moderator


and digital content events, interviewing industry luminaries at Digital Hollywood, Media Innovations Summit, Cable & Telecommunications Association for Marketing (CTAM) and more.   His agency is the sole North American affiliate in the Whiteoaks International Network, an international public relations agency organization that includes 17 tech-focused PR companies across four continents, in 25 countries, thereby increasing client visibility in the global marketplace.  He serves on the Board of Directors for the (SCTE) Society of Cable Telecommunications Engineers Foundation where he is the only non-engineer to serve on the board. In 2007 Gold was inducted into the Cable TV Pioneers Hall of Fame and has served on numerous committees and boards that range from the Academy of Television Arts and Sciences to the Alzheimer’s Association.  Gold holds a master’s degree in communications management from the Annenberg School of Communications at the University of Southern California.


Bob Keyser - VP, Partner Services, Pac-12 Networks: Bob Keyser is a sports media professional who specializes in developing and executing innovative cross platform strategies for renowned sports media companies. He is currently the Vice President of Partner Services for Pac-12 Networks, the integrated media company that is wholly owned by the Pac-12 Conference and its member universities. His role as the head of Partner Services includes the management of Pac-12 Networks’ key relationships with both its University and Corporate Partners.  On the University side, Keyser acts as the primary liaison from Pac-12 Networks to all 12 of the conference’s athletic departments, ensuring that key relationships are developed and enhanced, necessary campus infrastructure is put in place, and proper coordination happens for all events covered by the Networks. On the Corporate side, Keyser ensures that all of the Conference’s business partners are afforded top flight experiences and multi-platform media exposure, including co-branding, sponsor activation, TV and digital advertising, and corporate hospitality. Prior to taking a full-time role with Pac-12 Networks, he served as the Digital Strategy and Innovation lead for the Pac-12 Conference, assisting Commissioner Larry Scott and the conference's senior management team in designing and executing a world class cross platform media program. Before joining the Pac-12, Keyser led business development, digital strategy, and client services for the interactive agency Schematic and has over 20 years of interactive marketing and consulting experience. He provided strategic counsel to clients including Coca-Cola, Bank of America, the Home Shopping Network, Turner Entertainment, NPR, Dell, and Reliant Energy. In addition to his core client services responsibilities, Bob led the development of a sports marketing practice within Schematic, advising sports industry clients including ESPN, Turner Sports, The PGA Tour, Comcast, EA Sports, and NBC on groundbreaking interactive experiences. Keyser also served as vice president of marketing strategy at Digitas/Modem Media, where he managed the agency's relationships with clients including Delta Airlines, Royal Caribbean and Scana Energy. Before moving to the agency side, he spent nearly 10 years in management consulting, including five years in Accenture’s Telecom and Media practice. He also ran the interactive marketing division for Baton Rouge based start-up The Football Network, a television network dedicated to 24x7 football coverage. Bob earned both his undergraduate degree and his MBA from Duke University and currently resides in the San Francisco Bay area.


Bob Lynch - SVP, Global Partnerships for Brooklyn Sports & Entertainment, Brooklyn Sports & Entertainment: As the Senior Vice President of Global Partnerships for Brooklyn Sports & Entertainment, Bob Lynch oversees all aspects of sponsorship development related to Barclays Center, which includes programming such as the Brooklyn Nets, Brooklyn Show™, Brooklyn Family™, Brooklyn Boxing™, Brooklyn Direct™, and the New York Islanders in 2015-16. Lynch joined Brooklyn Sports & Entertainment after five successful seasons with the Miami Dolphins, for which he helped build the NFL organization into a top-tier sponsorship property. As vice president, integrated media in 2010, he oversaw the creation of an in-house media content and sales division, operating television, radio, social, digital and print under one umbrella, while taking the team from the bottom 3rd in the NFL to the top 3rd in media sales, in under 3 seasons.  Later, as vice president of sponsorship and media, Lynch helped leads the organization to double revenues, surpassing 12 teams in rank for total sponsorship & media sales. Prior to the Dolphins, Lynch oversaw sales for the Eastern region of Westwood One, based in New York.  Previously, he held leadership roles at IHeartMedia and business development positions with Z100, at the time, the country’s largest radio station, as well as with Entercom Communications’ Red Sox & Celtics Radio Networks in Boston. Lynch grew up in Stamford, Conn. and played college football at Temple University and the University of Delaware, where he graduated in 2002.  His father, Bob, was a former college football coach and NFL scout with the Philadelphia Eagles.


Patrick Crakes, SVP Programming, Research and Content Strategy, FOX Sports: Since 2013 as Senior Vice President - Programming, Research & Content Strategy - Mr. Crakes has helped oversee Programming and Research responsibilities for various FOX Sports networks to include FOX, FOX Sports 1, FOX Sports 2, FOX Deportes and FOX Sports Racing;  Since beginning his FOX career in the studio mail room in 1992, Mr. Crakes has held a variety of positions within FOX Broadcasting and FOX Sports including most recently Vice President of Programming and Research for FOX Sports.  In that role, he oversaw programming and research decisions for FOX Sports properties to include the NFL, NASCAR, and Major League Baseball as well as attending to the consumer research needs of the organization. Mr. Crakes came to FOX after attending college.  Prior to that he spent four years on active duty with the U.S. Army where he was a member of the 82nd Airborne Division rising to the rank of Sergeant.  Mr. Crakes holds a bachelor’s degree in Economics from Indiana University.  He is a member of the Media Research Council’s Board of Directors and a member of the Television Academy of Arts and Sciences.  Mr. Crakes is also a commissioned officer in the U.S Army Reserve (Infantry Branch). His military decorations and honors include the Army Commendation Medal, the Army Achievement Medal (1OLC), and the Parachutist Badge.


Tom Hoffarth- Sports Media Columnist, LA News Group: Tom Hoffarth has been a staff writer and columnist with the Los Angeles Daily News since 1992, specializing in sports media. The USC journalism graduate also wrote for the South Bay/Torrance Daily Breeze from 1979 to 1992. He has won two Associated Press Sports Editors awards for column writing and has covered all major professional, college and high school teams and events in his native Los Angeles surroundings. He wrote a book in 2007 with former USC Hall of Fame broadcaster Tom Kelly Tales from the USC Trojans Sideline: A Collection of the Greatest Trojans Stories Ever Told (Tales from the Team) and Tom Kelly's Tales from the USC Trojans actually read the whole thing cover to cover upon its completion, finding very few errors. He and his wife Rhonda live in Redondo Beach and occasionally stop for PR people if they are legally walking in the crosswalk.


Jake Steinfield – Founder Major League Lacrosse, Body By Jake: Jake Steinfeld is the fitness industry’s reigning icon, responsible for creating the personal fitness training industry over 35 years ago. A street-smart entrepreneur, he continues to develop successful brands and businesses as Chairman and CEO of Body by Jake Global® (www.bodybyjake.com). Jake created FitTV, the first 24-hour fitness lifestyle network, which he later sold to News Corp. Following the sale of FitTV, Jake launched another multi-media innovation, ExerciseTV® the first on-demand fitness television network, with partners Comcast®, Time Warner®, and New Balance®.  Now he is revolutionizing the personal training industry in the digital age with the creation of Kumu Wellness®, featuring the ground breaking Kumu mobile app.  Kumu Wellness pairs users with a real Wellness Coach, who’s dedicated to helping them reach their health and fitness goals. Just like a friend,   you can text, photo message, and video chat with your coach all through the Kumu app.  Jake’s passion and success has allowed him to make another of his dreams a reality with the creation of Major League Lacrosse® (www.majorleaguelacrosse.com).  The nation’s first professional outdoor lacrosse league, MLL is entering its fifteenth season this spring and is made up of eight teams: Boston Cannons, Charlotte Hounds, Chesapeake Bayhawks, Denver Outlaws, Florida Launch, New York Lizards, Ohio Machine, and Rochester Rattlers. The league has nationally televised games on CBS Sports Network. Jake’s newest lacrosse venture is the Warrior World Series of Youth Lacrosse presented by the Coca-Cola Company (www.worldseriesofyouthlacrosse.com). A blue ribbon panel of youth lacrosse coaches and administrators will select four teams from four regions around the nation representing the North, South, East, and West regions. The sixteen U13 Boys teams from around the country will compete in Denver, Colorado on July 2-4, 2015. The top two teams will advance to the Championship game, which will be played at Sports Authority Field at Mile High Stadium on July 4th with a World Champion being crowned live on ESPN2. In 2016, a girls division and an international division will be added with the goal of having eight boys and girls qualifying events in the United States and eight international qualifying events with combined participation of over 50,000 players. Teaming with Universal Music Enterprises (UMe), a division of Universal Music Group®, Jake formed an innovative label called Body by Jake Music®, with a focus on motivational music scientifically calibrated by beats per minute (or BPM’s). Matching the music to specific BPM’s produces exhilarating songs and albums geared to energize listeners during specific workouts. The latest album in the Body by Jake audio-fitness collection is “Interval-Training Workout”, a compilation of today’s hottest artists and in-demand producers, DJ’s and mixers. These unique compilations are designed as a song-by-song soundtrack for everybody and available on iTunes. Jake has been a NY Times and Wall Street Journal best-selling author with his I’ve Seen a Lot of Famous People Naked and They’ve Got Nothing on You! and his most recent best seller Take a Shot, the true adventure of the creation of Major League Lacrosse. His other titles include Get Strong! Body by Jake’s Guide to Building Confidence, Muscles and a Great Future for Teenage Guys; PowerLiving by Jake, Eleven Lessons to Change Your Life; and the instructional books Don’t Quit!, and Body by Jake. Understanding that childhood obesity is becoming an epidemic in America, Jake declared war on the disease and vowed to make a real difference. He became Chairman of the California Governor’s Council on Physical Fitness & Sports® under Governor Schwarzenegger in 2006 and served until 2011.  By inspiring millions to live life with a “Don’t Quit!” attitude, he established California as the nation’s first “Fitness State”.  Named Chairman of the National Foundation for Governors’ Fitness Councils® (www.natgovfit.org), Jake says “academics and fitness go hand in hand.” He is utilizing the model he developed in California to implement his “Live Positively” campaign on a national level. Through the cooperation of the public and private sectors and with support from sponsors such as The Coca-Cola Company, NIKE, and the Anthem Foundation, the NFGFC rewards elementary and middle schools with brand new fitness centers for demonstrating innovation in the field of youth fitness and employing unique methods to promote student physical activity and wellness. Having already dedicated fitness centers in California, Connecticut, Delaware, Georgia, Massachusetts, New Jersey, New Mexico, Pennsylvania, Virginia, Washington DC, and West Virginia; in 2015 the foundation is dedicating fitness centers in Arkansas, Florida, Illinois and Texas. The foundation will award “Live Positively” fitness centers to schools in all 50 states. Recognizing Jake’s leadership in promoting health and fitness as a model for the country, Jake was chosen to be an official Olympic torchbearer, one of only 22 Americans selected to carry the inspirational flame for the 2012 Olympic Games in London, England. He also serves as Honorary Mayor of Pacific Palisade , CA.


Bob Gold, Principal, Bob Gold & Associates:  During his more than 30 years in public relations and marketing, Bob Gold has helped launch a dozen companies, re-branded many others, and created successful campaigns for numerous start-ups. He has also helped raise millions of dollars for charities, taught hundreds of students and helped further strategic business plans for numerous businesses and associations.  Gold founded and manages Bob Gold & Associates, one of the country’s premiere independent integrated communications PR agencies. The agency earned widespread recognition for its successes in the cable industry representing such diverse clients as ESPN, Bravo, Bloomberg Television, Comcast, Charter (where among other achievements, Gold produced a one-hour music special starring Dan Aykroyd and Jim Belushi, Have Love Will Travel)  EchoStar, Deluxe Entertainment and Sprint, among others.  He has produced numerous television campaigns.  Gold is a sought-after moderator at key cable