In one of the first major discussions on the new-media merger with traditional television, it was standing room only for all the panels involved with presentation and discussions at MIPTV, which began Monday.
Being an interesting, new subject wasn't the main thrust of the attendance, rather the uncertainty and concern over what it all means is what permeated the meetings.
Tom Toumazis, vp and managing director of Buena Vista International Television said "This time last year, we weren't anywhere in mobile, we weren't having those conversations, all our clients are talking about multiplatform opportunities. If they license a property, they are asking how to make it live and breathe across a number of platforms. They want to be synonymous with shows as they continue through a cycle of new windows."
He added that a number of European broadcasters are actively involved in mobile agreements, but many other platforms don't even have a path to follow as they don't even know yet what the terms of these types of structures will be or even what type of business model will be used or needed.
With the advent and popularity of digital distribution, and its entering into the global mainstream, the issues of rights is coming to the front as owners must deal with the reality that there will be a huge change in the way that content is distributed.
One indie producer said "I'm scared to sell any new-media rights because I don't know where and how they will be used in even six months' time, If I sell Internet rights, and the buyer then transmits them to a digital set-top box to watch on TV, my television buyer will get pissed off. The borders between these distribution streams are becoming very fluid. It's all digital, and that makes rights deals a lot more difficult."
The general manager of Microsoft Windows Media, Erik Huggers, attempted to soothe their fears as he explained that very soon there will be way for consumers to transfer music and video between their various devices.
He added that the technology is now here that can protect copyright and managed in a way that will produce revenue.
One of the major concerns of the broadcasters is that all the new platforms are nowhere near to producing the same revenue as their television shows produce.
Whatever happens, it will never be the same. I for one am glad!
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