A U.C. Berkeley club is hosting the third annual ">Play Conference" this month to explore issues related to digital media. The theme for this year's show is New and Emerging Intersections -- how traditional media and new digital technologies are intersecting to create new norms. The keynote speakers will be CEO of Electronic Arts, John Riccitiello, and the founder of HP Gaming Business, Paul Campbell. Other speakers and panelists will include executives from YouTube, MTV/AtomFilms, CNET, Microsoft, Nokia, The New York Times, Mozilla, and more. Other game industry speakers will include Michael Johnson of the first-party games marketing group at Microsoft; Carter Lipscomb, of the strategic business development department at Sony Computer Entertainment America; and Kenny Dinkin, vice president and creative director at PlayFirst. The conference also has planned content pertaining to games in the casual and mobile markets. >Play is organized by the Berkeley Digital Media and Entertainment Club, a student-led collective of business, law, engineering, and other graduate students at U.C. Berkeley who are interested in understanding, exploring and anticipating business opportunities found at the nexus of technology, media, and entertainment. The event will take place Saturday, October 27. Admission costs range from $20 to $50. For more information about the conference and its participants, visit www.playconference.org.