On the 18th June 2009, in the “More Than Zero garden”, inside the Salone d’Onore of Milan’s Triennale, via Alemagna 6 – it was be possible to meet agencies and media companies representatives and creative and editorial directors in brief timed sessions (speed tutorial dates).




We thank everyone who attended the MTZ Cross Media Festival, both on line and off line. In the next few days we will publish the briefs for the Radio R101, YAM 112003 and Cross Creative MoreThan30seconds call for entries.

MTZ Cross Media Festival_ 18th June 2009: watch the festival’s videos on demand

 

MORE THAN ZERO Cross Media Festival

18th June 2009 – Triennale di Milano, viale Alemagna 6 Event schedule

                                                                                                                                                    

 

 

9:45 INTRODUCTION by Giorgio Monaci, Director of the Economic Activities and Innovation Sector of the Provincial Council of Milan – representative of Forum Net Economy

 

10.00 ITALIAN CREATIVITY 2.0. Supported by Forum Net Economy – Provincial Council of Milan and Chamber of Commerce of Milan

What are the latest trends in terms of “Open” business models? How can a successful Italian business  tradition, already based on managing and optimising great creative capacities, sieze this fundamental opportunity?

                  

Tinker.it – The Arduino case - Massimo Banzi, CTO/Co-founder of the Arduino project                    

Telecom Italia – UStation and IThink – Salvo Mizzi, Head of Internet Media & Digital Communication

Italian brand communication 2.0 – LBi IconMedialab i casi di successo italiani–Marketing della conversazione: il mix irrinunciabile per essere ascoltati in rete - Success Case: Alfamitoblog, il bot Msn Doretta e il case Linear.– Marco Tosi, AD LBi IconMedialab

Cross Creative - the first meta-content factory dedicated to co-creation and co-working for the content, entertainment and communications industry and for new forms of advertising – Liliana Forina, Managing Director, and Marina Brezza, Partner and Project Manager  

Fondazione Politecnico di Milano - Enterprise 2.0 - Stefano Mainetti, Digital Innovation Area Director

 

Moderator: Riccardo Luna, Director of Wired - magazine devoted to innovation and new technologies

 

              

11.45 MORE THAN POLITICS. Supported by the Provincial Council of Milan

Political communication and participatory democracy in the age of the Web 2.0.

What is the new role of creative professionals and communicators?

 

Introduction by Pasquale Maria Cioffi, consultant for the Provincial Council of Milan – Economic Activities and Innovation Sector

              

More Than Politics Lab - Results of the workshop’s first 4 months – state of the art.

Roberto Palmieri, Film director – Mauro Mercatanti, Founder of Ideificio                                         

 

Political campaigns on the Web

Connexia – The Web and social media in political communication - Massimo Cortinovis, President

Lexicon Digital Media – Guido Podestà’s on-line political campaign – Paolo Forcellini, Managing Director

              

Participatory democracy. Best practices:

Openpolis - Vittorio Alvino, President of DEPP_ Democrazia Elettronica e partecipazione pubblica

Demotopia – Stefano Lazzari, MoreThanZero ICT Manager. Consultant and manager of the Demotopia social network

        

Young people and… more than politics

- Rolling Stone Magazine - Carlo Antonelli, Director

- Boosta – Musician, writer and TV presenter

- MTV - “Tocca a  Noi” - Axel Fiacco, Editorial Director

              

Bloggers Antonio Sofi, Luca Conti and Alberto D'Ottavi, together with e-Participation and social commuincations expert Vincenzo Cavallo, will also be invited to an online debate.

 

Moderator: Carlo Antonelli, Director of Rolling Stone Magazine

              

14.30  CINEMA REINVENTS ITSELF ON THE WEB

Old media meet new opportunities?                                                                                         

 

Agency for Cinema in Milan – the state of distribution in Italy – new possibilities offered by the Web? – Luca Mosso, Director

Matt Hanson, expert in new moving image forms and filmmaker – “ A Swarm of Angels”: the first 2.0 film

The “Alveare” project – a film made with the contribution of the Provincial Council of Milan: “Filmmaker/Provincia di Milano Cinema Fuori Formato 2008” Award – Franz Scarpelli, scripwriter, and Tekla Taidelli, director

Wikinima - Co-created screenplays - Luca Lisci, Artist, virtual world designer, unconventional strategist

mOOviOOle - free online distribution - Francesco Liotard and Pasquale Luisi, Founders

 

Moderator: Laura Tettamanzi, President of the More Than Zero Cultural Association

 

Call for entries: “Alveare”, a co-developer movie

        

15.30 INTERNATIONAL CROSSMEDIA CASE

 

The Company P – Transmedia formats: the case of The Truth About Marika (Sweden), winner of an Emmy Award for Best Interactive TV-service – Martin Ericsson, Creative Director

 

 

16.15 WEB TV

 

Shado.Tv, a company working in the areas of Internet TV, branded entertainment and the monetization of digital media properties, presents the Cirkus contest - Davide Bartolucci, Founder and CEO Shado.Tv

 

Call for entries: Shado web tv for Cirkus

        

 

16.30 INVESTIGATIVE VIDEO-JOURNALISM

 

CURRENT  TV – The explosive force of Vanguard’s Italian investigative pieces

 

Tommaso Tessarolo, General Manager Current Italia

Cristina Sivieri Tagliabue, Nova 24

Piero Negri, Vice-Director GQ

Vito Foderà, Vanguard filmaker

 

Call for entries Current (investigative journalism)

 

 

17.00 MEDIA FACADES: “Nothing communicates more than the city”

 

URBAN SCREEN

Media facades as tools for an innovative type of marketing - Francesco Carcano and Laura Broggi (Urban screen), Salvatore Ambrosino and Ignazio Setti (Metatron)

 

Call for entries Urban Screen

 

 

17.30 RADIO 2.0

Radio R101 – Fabrizio Savorani, Marketing Director

 

Call for entries Radio R101

 

 

18.00 BRAND ENTERTAINMENT

 Brand communication seeking new ways…

- Roberto Amoroso – Creative Director, SKY

- Alessia Tousco – Head of Production, Yam 112003

- Andrea Betti- Strategic Planning Director JWT Milan / Head of CHUCO (Jwt/Cool Hunting Community)

- Alex Brunori – Executive Creative Director, MRM Worldwide

- Alessandra Alessandri – Owner, LabMedia – Italian cases and comparative examples at an international level

 

Call for entries:

-         Yam 112003

-         More Than Spot: Brand entertainment Cross Creative

 

 

20.00 – 24.00  “BALLA. The Night of Digital Afrofuturists feat. Kode9”, DJ Set and performing arts in association with Associazione culturale Situazione Xplosiva.