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C Space Showcases All Things Media at CES 2024

CTA Staff| February 20, 2024

Overview Every year, CES includes a category, C Space, dedicated to tech in the world of entertainment. Features include conference sessions, meeting space, activations and the C Space Studio where quick interviews offer unscripted trend insights with technology and business leaders. Also under the C Space umbrella is C Space Storytellers, a discussion series with industry A-listers. All of this happens beyond the Las Vegas Conference Center at ARIA so, if you missed it last January, here’s a recap.

C Space at CES convenes executives and myriad insiders whose expertise spans the vast media landscape. They come to C Space to explore and explain how the increasingly complex entertainment industry is, or will be, applying new technologies to engage audiences. The fast-growing category of entertainment and content has expanded so much, in fact, that C Space spread beyond ARIA in 2024 to Vdara and the Cosmopolitan Las Vegas.
 
Notably, The Walt Disney Company – with a major C Space presence this year – reserved the Chelsea Theater at the Cosmopolitan to hold its Fourth Annual Tech & Data Showcase. As the company stated in an article about the occasion, CEO Bob Iger opened the showcase with comments reiterating Disney’s commitment to tech innovation.  
 
Offerings at C Space, as in past years, blended  thought leadership through Storytellers and the C Space Studio with activations in lobby areas and meeting rooms, even in restaurants and theaters. In all, C Space at CES 2024 drew huge numbers in search of intel unavailable elsewhere on the technologies, strategies, trends and investments driving a U.S. sector valued at more than $2 trillion.
 

Inside C Space at CES 2024

 
As demonstrated at CES 2024, C Space proved effective at engaging the best and brightest from across sectors that include advertising, communications, marketing, production, programming and sales. Agency and studio executives were there. Internet leaders were there, as were social media experts and major manufacturers of devices for distributing and displaying content.   
 
Activations emphasized entertainment in novel ways to promote their brands. Netflix, for example, swarmed Easy’s Donut Shop and Speakeasy at ARIA with its brand appearing on everything from servers’ aprons to bags at checkout. The company also showcased Netflix-themed donuts promoting Stranger Things and the platform’s new series, 3 Body Problem.
 
Amazon Ads featured, among other highlights, the streaming platforms Twitch and Prime. In a nod to the Prime program, Thursday Night Football, Amazon hosted a special edition of TNF Nightcap, complete with appearances by Al Michaels, Charissa Thompson, and Tony Gonzalez.
 
NBCUniversal hosted a lounge in the ARIA lobby to promote the upcoming summer Olympics in Paris. Google and Comscore executives talked about advertising ahead of the Super Bowl.  
 

Programming that Educates and Inspires

 
The ideas shared at C Space included takeaways from 47 executive-level interviews at C Space Studio with companies including Disney Ads, Paramount, the Las Vegas Raiders and NBCUniversal . Also interviewed were two former pro athletes, a concert violinist and 11 Fortune 500 leaders.
 
These conversations, available on demand here, revealed much of what’s happening behind the scenes at such media heavyweights as iHeartMedia, Disney, Google TV, Roku and SiriusXM. Watch all 47, none longer than 13 minutes, for a crash-course on factors driving today's media strategies.
 
For more on the media world's inner workings, the Storytellers series of interviews offers informal conversations with media executives. The sessions are available on demand here. Topics include:
   
Visit the C Space topic page for more CES 2024 highlights. See who was there, and why, with participant numbers and video highlights.

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