Dividing the new media pie

It's no secret that there has been an explosion of new forms of content distribution in the media marketplace. Emerging digital and broadband technologies are creating a multitude of distribution outlets in the film and television industries that challenge existing modes of rights exploitation and revenue sharing. Granting rights in your content to a broadcaster to exploit in 'all media now known or hereafter developed' means more than it used to. Now, that media includes digital cell phones, on-demand replays, aftermarket dvds, video games, video search engines, video iPods and dvrs, in-car mobile television services and more. With all of these alternative options for accessing and distributing content, and the potential for countless new outlets for consumer consumption and advertiser spending, the rights to exploit and distribute content increase exponentially in value. The big question for producers is, how do you get a piece of that pie?