ETC - Entertainment Technology Center @ USC
George Gerba is an experienced professional currently serving as an Experience Consultant at the Entertainment Technology Center (ETC) at USC since February 2009, focusing on character motivational systems and the development of a Universal Character Model. Gerba also leads gx2, a consultancy established in 2009, where work primarily involves confidential projects across various disciplines. Previously held significant roles at Walt Disney, including VP of Strategic Initiatives, where efforts included developing an experience framework for Disney's premier event, and VP of Strategic Infrastructure, advocating for innovation in digital technology processes. With additional experience in product and development roles across several Disney entities, including Disney Televentures and Walt Disney Imagineering, Gerba has significantly contributed to the conceptualization and realization of entertainment experiences and technology advancements. Early career work included managing operations for the Los Angeles Festival and leading design teams that developed major theme park concepts and innovations in animation processes.
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ETC - Entertainment Technology Center @ USC
The Entertainment Technology Center at the University of Southern California (ETC@USC) is a think tank and research center that brings together senior executives, innovators, thought leaders, and catalysts from the entertainment, consumer electronics, technology, and services industries along with the academic resources of the University of Southern California to explore and to act upon topics and issues related to the creation, distribution, and consumption of entertainment content. As an organization within the USC School of Cinematic Arts, ETC helps drive collaborative projects among its member companies and engages with next generation consumers to understand the impact of emerging technology on all aspects of the entertainment industry, especially technology development and implementation, the creative process, business models, and future trends. ETC acts as a convener and accelerator for entertainment technology and commerce through: Research, Publications, Events, Collaborative Projects and Shared Exploratory Labs and Demonstrations.