The program is formed by the online news community submitting proposals, then everyone else voting the proposals up or down. I guess that the organizers also have some say in it (especially if the voting produces a horrible gender imbalance – easy to happen with so many proposals put forward by men).
The proposals are now all up online and ready for your votes – you need to register (they have to avoid spammers, robots, automated votes, multiple votes from individuals, etc.) which is easy and quick, then start clicking on thumbs-up and thumbs-down icons on each session. There are some cool sessions/panels proposed there, e.g., by Andria Krewson and by Jay Rosen + Dave Winer., to name just a couple. In case of panels, you will only see the name of the person who proposed the panel, not the names of people who would be panelists, as it is not yet known for many of them if they may or may not be able to make the panel.
At the last minute, prompted by friends, I put my proposal into the hat:
At the time when so many policy decisions rely on science and when science newsrooms are cut to the bone, scientists, bloggers, press information officers and freelance journalists are starting to work together to provide accurate and timely scientific information online. We’ll discuss the forms of such collaborations and show some examples.
I hope you vote my session up (and post supporting comments if so inclined – these may sway the organizers). If my proposal gets included, I will be able to contact potential panelists and then announce their names once they say Yes. The competition is tough and some of these people (many of them, in fact) have much larger pools of audience on their platforms and in social media than I do, so I need your help: vote and ask your friends to vote as well.