After more than 70 years of fabulous success in one of the toughest industries in the world, Betty White, at age 90, has somehow managed to become more popular than ever. The enduring success of her personal brand is unparalleled in television history, and there is no one more deserving of this year's PromaxBDA Lifetime Achievement Award, which was presented to White today in front of a packed Diamond Ballroom at the Conference.

Before White accepted her award, she sat down for an onstage conversation with Giuliana Rancic, "E! News" managing editor and anchor.

Rancic kicked things off by asking White to discuss her personal brand and how she would describe it. "Animal lover," White replied, in typical humble fashion, turning the attention away from herself and toward her animal welfare work. "I have to stay in show business to pay for my animal causes," she said, a sentiment backed up by another story she told about meeting Barack Obama and spending five minutes with the President and 30 minutes with his dog.

When Rancic inquired about her seven decades of success as an actress, White chalked it up to "writing... If it isn't on the paper, you can't do it!" -- a sentiment that the numerous creatives in the crowd applauded enthusiastically.

With two TV series currently airing, White is one of the busiest women in show business, despite the fact she is 90 years old. When this was pointed out, the crowd burst into applause, but White waved them off, joking, "I didn't do anything to be 90, it just happened."

"But how do you do it all?" asked Rancic.
"Not very well," White replied with self-deprecating good humor, then said, "I just love the work I do, and I'm blessed with good health."

White professed to loving the medium of television "because it reaches into people's homes and builds friendships." Discussing her famous Superbowl commercial in which she gets tackled into the mud during a game of football, she said, "I lay down in that mud and thought I was going to freeze my tookus off!"

Before White accepted her Lifetime Achievement Award to a standing ovation Rancic thanked her for bringing so much joy to the world and being such a "beautiful, shining light."

"Oh have I got you all fooled," White told the crowd, with a wry wink.