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Shields to give Mipcom keynote

Facebook topper seeks new TV friends

Facebook’s European topper Joanna Shields is to give a keynote address at Mipcom, which bows Oct. 4.

She will speak about how social media interacts with the entertainment business and reveal plans “for driving a deeper engagement in the context of intersection of TV and social entertainment,” according to the market’s organizer Reed Midem.

Laurine Garaude, director of Reed Midem’s television division, said: “Today social media influences how content is both created and distributed and we are delighted to welcome an industry pioneer such as Joanna Shields to share her vision insights into the future of social entertainment.”

Shields said: “Facebook is partnering with leading broadcasters and top show brands to integrate the social graph with live programming to create relevant and personally engaging experiences: the TV industry needs to take advantage of our platform for both reaching mass audiences and hyper-targeted viewers.”

Shields was due to share a platform at April’s MipTV with her then-boss, Shine topper Elisabeth Murdoch, but the session was cancelled when she announced she was leaving Shine to join Facebook.

Prior to Shine, Shields was CEO of social networking site Bebo, which she helped sell to AOL. Bebo has since struggled to stay afloat.

Reed Midem and Variety are both divisions of Reed Elsevier.

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