Jane Gorard Director, Marketing & Communications, BBC World

The BBC is adapting its linear service to interactive offerings (for on-demand access). At the same time, it's essential that we don't lose sight of the established audience on traditional platforms that make up the bulk of our audience. The challenge also remains as to how to pay for this new content while the audience size remains relatively small.

Live breaking news is ideal for mobile and broadband platforms as well as the traditional Cable and DTH services in the region. With BBC World currently available on 31 mobile and IPTV platforms worldwide, it is well positioned to reach out via new media platforms. BBC World News has been launched on YouTube to offer about 30 clips daily with news and analysis. Also, BBC will launch an online news VoD service later this year running with advertising via broadband for international users.

User Generated Content will also have some impact, but brands such as BBC World will continue to offer an important signpost for quality and reliability in an increasingly complex and crowded marketplace. I believe cross-platform rights issues are faced by the entire industry, more so by the news and information segment. The BBC has strict policies and procedures in place to safeguard content and manage issues that arise from cross-platform rights.

Shawn Galey Head of Media Distribution and Business Development, Bloomberg Television

Bloomberg's challenge is twofold: to ensure that we continue to be a trusted source of news and information, and to reach out to consumers of news and information in ways that communicate our value and worth.

Bloomberg Television's content offerings in the Asia-Pacific region reflect great breadth as we broadcast from 11 bureaux throughout the region; as well as depth with hundreds of journalists working for our bureaux. Currently, we are streaming our core TV offering across a number of internetand mobile-based systems across the region. We are also looking at several VoD delivery models as part of a greater worldwide initiative. In addition to providing greater support to our core audience, this will ensure we reach out to new and younger audiences who need accurate and timely news and information.

Although much of our news-genre content can be readily re-purposed for smaller new media screens without extensive re-tooling, new media platforms do not always represent a 'one-size-fits-all' proposition and a dedicated staff is required to produce platform-appropriate content.

Generally, cross-platform rights issues are less problematic for news providers than for players in other genres, and since all of Bloomberg's programming is produced and owned by us, it further minimizes the problem.

Greg Johnson Vice President of Sales, Asia Pacific, Disney-ABC International Television

The key for us is to understand consumers' wants and to tailor our approach accordingly. By providing shows on new platforms, we are reaching new audiences and enhancing the entertainment experience for fans, which strengthens our franchises to benefit our clients and us.

Currently BVITV's content is available through a variety of new distribution channels in Asia Pacific: Desperate Housewives and Lost on mobile TV in Korea, movies on-demand in Australia, Hong Kong, Korea, Taiwan, and Thailand, as well as clips of Grey's Anatomy on 3G mobile in the Philippines. We are exploring different business models for these new platforms to further our distribution, and are evaluating opportunities on a case-by-case basis.

We have produced original mobisodes based on Lost and Ugly Betty, and recaps, sneak peeks and behindthe- scenes interviews to drive awareness of shows. Besides being additive, new media platforms can create a virtuous cycle for the industry as each drive ans and new viewers to the primary platform of television. As each market and its cross-platform dynamics are unique, we approach each territory individually to seek a sensible solution while respecting each platform's rights to find a right home for our properties in partners who value them.

Chas Sweeting Director of Wireless and New Media, STAR

Content often has to be customized to take advantage of certain platforms or to compensate for the limitations of others. I believe 'new media' is not new now as most already know what needs to be done and it is down to who can execute it best. Generally, Channel [V] is focusing on creating multiple series of activities tailored to local markets and not just isolated efforts.

Channel [V]'s Taiwanese website www.woo.com.tw meets viewers' demands for content beyond TV with videos and blogs updated daily to extend brands of shows Blackie's Teenage Club and Lollipop. Launched in spring 2006, it has over 100,000 registered users logging on daily and is expected to triple before 2008. We are looking to replicate this success through to Asia with new music platform AMP. Also, [V]-branded mobile TV services have already launched in China and will be available soon in South East Asia and Taiwan.

Further, User Generated Content will be important for Channel [V]. In coping with rights issues, we try to acquire mobile and online rights with the content. However, it is challenging to manage expectations of content providers whose benchmarks are based on more lucrative markets. As for content which is created in-house, we will leverage it across multiple platforms.

Alan Seiffert Senior Vice President, Partnerships and Business Development, CNBC Asia Pacific

We offer live mobile video streaming for all of CNBC Asia Pacific's programming available through selected operators in Hong Kong, Singapore, Malaysia, Indonesia and Cambodia. Also available are repurposed and specifically produced VoD mobile clips which feature market updates, management insights and business news from key industries and interviews with industry players. CNBC will launch a new suite of mobile products at CommunicAsia this June.

For the online medium, video archives, blogs and text-based breaking news are available on CNBC. com, while live streaming (is) available to subscribers. Audio podcasts of selected daily segments and special programmes are available on iTunes.

We are pragmatically investing to produce content for new media platforms to offer additional footage and information which are not available on air. By promoting offerings of new media platforms via TV and vice-versa, we hope to build strong audience bases for both segments. CNBC's new media offerings provide the opportunity to reach different target audiences who might otherwise be unable to access CNBC's content.

With CNBC producing as much varied content exclusively for different platforms as possible, we are well positioned to make the most of new media opportunities and provide value to our audiences. In doing so, we also minimize issues relating to cross platform rights.

Ringo Chan Vice President, Greater China & Vice President, Wireless Development for Turner International Asia Pacific Ltd.

CNN Mobile launched in 1999; it delivers news in SMS, WAP, PartnerML for Vodafone Live, XHTML, cHTML for i-mode devices and CNNlive, a Java news service which features CNN.com's top stories with photos and a scrolling ticker. We have also worked with Nokia to embed content into handsets to facilitate access to CNN podcasts. We provide videostream for mobile TV services including CNN International and CNN Headline News channels, five-minute news update World News Now, Hollywood Express and news on-demand.

CNN.com launched in 1995 while the international edition started in 2003, now we have five news websites which are updated from production centers worldwide. CNN Pipeline allows viewing of four live news streams and VoD via broadband and has archived news videos spanning the last 25 years. We plan to launch a VoD service in Asia Pacific to offer feature programmes and entertainment news, and expand CNN Pipeline to more territories.

Our business, legal and editorial teams develop the content and distribution strategy for new media platforms and deal with rights issues at early stages of development. With in-house produced content also made for multiple platforms, we are able to rapidly aggregate content for new media platforms and tailormake it to user requirements.

Christine Fellowes Managing Director Asia Pacific, E! Entertainment Hong Kong

E! Networks' short format production and new media content (SPANC) production unit repurposes and produces original content for mobile and Internet platforms. As we produce almost all programmes for international distribution, we have cleared broad rights for multi-platform delivery and developed a library of content over the last 2 years including short form VoD clips and series, and video loops for mobile TV that can be refreshed daily for linear viewing.

More content is being produced for new media platforms as our partners are seeking content to differentiate their services from traditional TV, while others are interested in purpose-built programming for new media content to complement TV offerings. E!'s Live From the Red Carpet shows have expanded segments produced for online and mobile platforms, while reality series Girls of the Playboy Mansion has Extra Exposure segments produced as selfcontained stories to feature additional footage on new media platforms.

We have been proactive in clearing distribution rights and developed windowing models which are market specific as our brand is at different levels of development in different regions. Cross platform business extensions are handled by a single management group headed by Kevin MacLellan, President, Comcast International. We have also developed business models to analyze revenues across multiple distribution streams in a cross-platform strategy.

Edward Sharples Managing Director, Endemol South East Asia

For the mobile platform, Endemol offers content for SMS, Rich Media, JAVA, WAP, and 3G applications together with mobile-based video. Whereas for the online platform, we have branched out to feature User Generated Content and offer content in VoD, Broadband TV, avatar creation and virtual simulation.

Aside from continually producing proprietary content, we actively build partnerships with companies worldwide to allow Endemol to fully exploit its brands over new media platform. We have recently partnered with software giant Electronic Arts to allow gamers to participate in virtual versions of our programmes with an online character or avatar. We definitely see opportunities in cross-platform distribution and this will be a key element to our strategy in the coming months.

Jason O'Sullivan Vice President, Internet and Broadband, ESPN Star Sports

Interactive media provides flexibility to tailor our products to the demands of individuals in each territory, as what is important to a sports fan in India is different to another in Taiwan or China.

MobileESPN is distributed by 16 operators in the region to provide updated news and scores with 7 specially produced SportsCenter video updates. In the coming months, we will launch STAR Sports Mobile to bring shows such as Engine Block, Club EPL and Game to mobile users. ESPN STAR Sports operates websites espnstar.com, espnstar.com.cn and espnstar.com.tw. We will start by launching a consumer facing site for India by August 2007, while we redesign the English website. As for VoD, we will support the KIA X Games Asia in Shanghai this May with a live streaming VoD service.

The impact of technology on rights means the sports business is rapidly changing and I believe we are best placed to exploit this evolution. Besides creating multiplatform products leveraging rights from leagues and federations, we are also growing the portfolio of our own content with the KIA X Games Asia and Guinness 9-Ball Tour.

James Ross Regional Director, Granada International

In theory, our entire catalogue of 40,000 hours can be made available to consumers to view on-demand including new animation series Supernormal and factual series Brainiac.

We are providing content to Japan's VoD service provider Gakken Index, and will be providing programming to Korea Telecoms' IPTV service. As we have not seen great demand for full length content for mobile, IPTV and VoD businesses remain prevalent. However, we are watching developments of some new mobile broadcast services particularly in Korea. We are also digitizing our back catalogue with a target of 20,000 hours this year to offer standard and HD digital content.

In the complexities of cross-platform rights we have to ensure we have the necessary rights and be careful to define and grant rights to the different categories of on-demand, with catch-up, streaming and download to- own among many new functions. We have to understand new business models which can be a challenge as we move from traditional programming license fee for exclusive rights to a new and generally non-exclusive retail-type model. Currently, common models are based on revenue share with a minimum guarantee, others include subscription and advertising–funded content.

Robert Kim Senior Director, Digital Media, Viacom Brand Solutions & MTV Networks Asia

MTV has its presence across various platforms with its own services Overdrive and Flux, acquired companies Neopets and iFilm, and partners Microsoft and Intel. We have also ventured into new business areas like Mobile Virtual Network Operators, virtual worlds in Nicktropolis and Laguna Beach, and online game Harmonix Rock Band.

We are providing additional related content on the online platform and exclusive content for mobile to help viewers connect with our programming and broaden the MTV experience via new platforms. In distribution, we extend our reach via cross-platform relationships with distribution partners and advertisers to maximize reach.

Cross-platform rights are a key focus for us, and I see negotiation with intellectual property holders, especially music labels, to be the way forward. We have to align expectations on projected benefits and cost across the platforms, and build trust by offering an equitable share of revenue to content producers.

Will Ennett Sales Manager, New Media, 3DD

There is obviously a lot of demand for our brand new live music programming but we are also getting a lot of interest in our existing library of classic acts such as Dire Straits, Bob Marley and David Bowie, which, to date, have not been available on these new platforms.

As well as worldwide internet ventures like Joost and Babelgum, we are always looking for local portals and ISP's in Asia to work with. We have signed deals with the likes of Cinemanow in Japan. We have had considerable success in licensing on demand content to matured Asian markets like Japan and Korea, where we have a deal with Itochu for artists like Wu Tang Clan, INXS and Duran Duran. We are now finding that our range of concerts, especially our HD catalogue, is gaining significant interest in many other major Asian markets, such as India, Taiwan, Thailand and Hong Kong. We have short form music and documentary programming shows in production for new media platforms, which aim to supplement our existing programming, as well as giving something more snackable to the viewer. A good example is our new celebrity profile series Superstars which has been repurposed for mobile/internet into 2.5' clips..

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