In classical storytelling, the protagonist is often saved in a last-minute pinch by an “enabler”, an ally who emerges unannounced and serendipitously helps the hero evade the clutches of evil.

In the story of the Branded Content Summit, one such ally arose the day before the event to help save us from disaster. When our previous arrangement fell through at the last minute, the guys at TheRoomLive,  in particular Michael Davis and Matt Edwards, arranged to host Justine Bateman’s keynote video-conference from their Hollywood studios.

Given that this sprung up with less than 24-hours before Justine’s keynote was scheduled, this was no small feat. TheRoomLive’s crew were highly accommodating and superbly efficient in facilitating Justine’s video-conference. The set-up and execution were flawless technologically, aurally and visually. Justine was in good hands, which resulted in an insightful and entertaining keynote conversation.

Given how much they saved our asses, and given how pertinent TheRoomLive’s business model is to the subject matter of BCS, we though it appropriate to share some more information on their work. They are a great example of a studio producing content exclusively for the web, which was a hot topic at the conference yesterday.

TheRoomLive is, in effect, a direct to web network that produces a set of entertainment properties and distributes them via live stream and video sharing platforms. A repeated question at the conference yesterday was, “When will studios and networks start producing shows crafted exclusively for the web, as opposed to treated the web as an after thought to TV distribution?” Clearly, this is already happening and picking up momentum. There are still few examples of this done effectively, but TheRoomLive is certainly one of them, along with Justine Bateman’s FM78.tv and Next New Networks, whose CEO Lance Podell also graced the stage at the BCS 2010.

For those interested in the trend towards direct-to-web entertainment production, TheRoomLive is a network to keep your eye on. We encourage you to check out their shows, follow TheRoomLive on Twitter, join them on Facebook or get in touch with them with business opportunities.

Once again, to Matt and Michael, we thank you for your help yesterday. The conference was a smash hit, and you played a principal role.

The Branded Content Summit is looking for volunteers to assist in the production of our inaugural event on June 4th. If you are interested in digital media, advertising, film and television, this may be an opportunity for you.

To learn more, contact Pouneh Rouhani at 647-868-2621 or pouneh.rouhani11@rotman.utoronto.ca

We understand if you are disappointed that Justine will not be physically present with the rest of us here in Toronto. But fear not, fans of Justine and friends of BCS. Justine is highly committed and very excited to spend time with us on Friday morning. She will still be with us live for her keynote conversation with Shira Lazar, and will still be available to answer your questions. In fact, her session will emphasize audience Q&A, to ensure that Justine has the most opportunity possible to interact directly with you.

We apologize for this last minute hiccup, and kindly thank you for understanding. With video-conferencing technology now so common, we are certain that we wont even notice the difference in the end.

On that note, as I write this in my jammies at 1:00pm with still yet a not too shabby to-do list I’d hoped to kill by day’s end, I shall sign off. I’m very excited to meet you all on Friday at the first ever Branded Content Summit.

Until then,

Chris Advansun

Executive Producer