BWTF: Speakers, delegates wrestle with new media monetization, rights

Perhaps the most common questions amongst those assembled at Banff were "how do I monetize it?", "who pays for the additional content?", and "who should own the rights?" -- all in reference to new media content intended to supplement existing broadcast programming. The emerging picture, at BWTF and other conferences, is that, at the moment, few are making any money on new media content and that the players are fighting over control of an empty pot. Many producers accuse networks of demanding the new media rights and then often failing to use them effectively. As well, say the producers, the networks are demanding that they produce additional new media content but are seldom providing any additional funding to cover the costs. Sadly, unless and until producers and networks work cooperatively on both funding and new media exploitation, the battles will continue over an empty 'pot of gold'. The sooner all of the parties realize that this isn't currently about making money but rather is about the critical issue of audience retention in the face of increased fragmentation -- and therefore requires investment and participation by all parties -- the better off the industry will be.