THURSDAY, SEPTEMBER 28th

On the first day of the PICNIC '06 conference, we will examine the role of creativity in the mainstream media, specifically TV, cinema and design. We'll visit virtual worlds and see how they overlap with every day life and we'll look at the avalanche of user-generated content and the business models around it.

Location of Conference Plenary Sessions: BUZZ HALL (Zuiveringshal West)

8:00 - 9:00 Breakfast and Registration

9:00 - 9:15 Welcome and Opening Remarks
Speakers:
• Bas Verhart and Marleen Stikker, Co-Founders, Cross Media Week Foundation
(the Netherlands)

9:15 - 10:00 Keynote Presentation: The Creative Process
This presentation will explore creativity and collaboration, art vs. craft, design vs. engineering and above all, delivering a unique entertainment experience.

Speaker:
• Dr. Michael B. Johnson, Moving Pictures Group Lead, Pixar Animation Studios
(United States)

10:00 - 11:00 Heavyweight Creativity: The Next Big Idea
Find out how designers, media and entertainment leaders develop the next big hit.

Speakers:
• Gary Carter, Chief Creative Officer, FMX, FremantleMedia (United Kingdom)
• John Underkoffler, Chief Scientist, Treadle & Loam, and advisor to Steven
Spielberg on the film "Minority Report" (United States)

11:00 - 11:30 Coffee Break
Location: TREEHOUSE (Zuiveringshal Oost)

11:30 - 13:00 People's Media

Moderator:
• Bruno Giussani, writer, entrepreneur (Switzerland)

Conversations as a Source of Information
Professional journalists are becoming guides as much as oracles. Most important, the audience is becoming an essential part of the journalistic ecosystem.

Speaker:
• Dan Gillmor, Founder and Director, Center for Citizen Media (United States)

Social Media, Social Commerce
e-commerce is transforming itself into a social activity and a huge entertainment business, competing successfully with traditional media advertisers. What's next?

Speakers:
• Craig Newmark, Founder and Customer Service Representative, craigslist
(United States)
• Marc Canter, Founder and CEO, Broadband Mechanics and Founder, People
Aggregator and Co-Founder, Macromedia (United States)

13:00 - 14:00 Lunch
Location: TREEHOUSE (Zuiveringshal Oost)

14:00 - 14:30 Keynote Presentation: Empowered by Creativity
Come hear one of the media industry's leading visionaries discuss major content production and
delivery trends as well as the creation of a new paradigm: the dynamic partnership between
content producers, advertisers, creative agencies and the consumer.

Speaker:
• John de Mol, Founder of Talpa, Co-Founder of Endemol, Reality TV Pioneer
(the Netherlands)

14:30 - 15:00 Attention - The *Real* Aphrodisiac
This presentation will provide food for thought on the implications of our 20-year journey of building 'always-on' technological connections.

Speaker:
• Linda Stone, Consultant, former Corporate Vice President, Microsoft Corporation (United States)

15:00 - 16:30 Virtual Worlds, Real Lives

My Second Life
Second Life is a free, hugely-popular persistent 3D virtual world that emphasizes social interaction and entrepreneurship. Find out who the thousands of Second Life residents are and why they're there.

Speaker:
• Philip Rosedale, Founder, Linden Lab/Second Life (United States)

Virtual PR
Text 100, voted "Technology PR Agency of the Year for 2005 and 2006" by the Holmes Report North America, will discuss how to use virtual worlds for PR purposes.

Speaker:
• Andrew McGregor, Director, Europe, Middle East & Africa, Text100 (United Kingdom)

My Virtual Hotel
Habbo Hotel is a virtual community that combines the concept of both a chat room and an online
game.

Speaker:
• Sampo Karjalainen, Chief Creative Officer, Sulake (Finland)

Our Virtual Baby
Eccky is the name of an MSN game in which two people can make, name and raise a virtual
child using the Web and mobile phones.

Speaker:
• Yme Bosma, Business Manager Eccky, Media Republic (the Netherlands)

Machinima
Machinima is a new form of film-making based on computer game technology initiated by
independent film-makers and do-it-yourself game developers.

Speaker:
• Friedrich Kirschner, Editor, Machinimag (Austria)

16:30 - 17:00 Coffee Break
Location: TREEHOUSE (Zuiveringshal Oost)

17:00 - 17:30 Music, Entertainment and Community
MTV Networks is the largest television network in the world and a leading creator of programming and content across all media platforms. It operates 111 channels and 94 Web sites which reach more than 440 million households in 167 countries worldwide. How is MTV changing mass media?

Speaker:
• Simon Guild, President and Chief Executive, MTV Networks Europe (United Kingdom)

17:30 - 18:00 The Responsibilities of Possibilities
How not to ruin the future for the rest of us.

Speaker:
• Ben Hammersley, Journalist, explorer and generally bad man (United Kingdom)

18:00 - 18:15 Close of Conference's First Day and Preview of Friday's Sessions

18:30 - 24:00 BBQ with entertainment
Location: TREEHOUSE (Zuiveringshal Oost)
The NOB, a PICNIC '06 service partner, is graciously providing drinks during the BBQ. Peter Greenaway, the alternative movie director behind movies such as "The Cook, the Thief, His Wife & Her Lover", will deliver a multimedia performance at the PICNIC '06 venue. Known as a "real-time image conductor", Greenaway will combine avantgarde cinematographic imagery with audio remixes.