NBC Digital VP Delivers Keynote Speech at E&P/Mediaweek Conference

By: E&P Staff Mark Lukasiewicz, vice president for digital media at NBC News, outlined what he called "opportunities and pitfalls" of the new technology in today's keynote address at the E&P/Mediaweek Interactive Media Conference in Miami.

The conference winds up today with the annual EPpy Awards luncheon.

Lukasiewicz, formerly at ABC and an eight-time Emmy winner, opened his talk with a stark slide holding the question, "What Channel Am I On?" He explained that this came from a correspondent in the field who wondered if he was filing for one of the NBC network/cable channels, or Web sites, or who knows where.

Technology can be a "trap," Lukasiewicz said, but added: "We should not let technology intimidate us. ... You don't have to know how it works, you just need to use these things.

"Our job is to figure out how to use these devices to do our job -- and our job is telling stories about human experience."

The phrase "transmitting experience" appeared often in his talk. He later said, "We have to identify real communities of interest, real issues, real passions."


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