Relationships still count for something, but ultimately they are trying to sell technology, and these ex-moguls are far from true technogeeks. Cleary, these guys know the lay of the land. But the rest of their pitch may need some work. Content owners decide consumer prices, any content expiration dates and how the profits get split up. These get attached to the digital file.
Consumers purchase, watch or listen to the file according to the payment and timing rules set up.
Sometimes users can pass along the file, but only if the file allows that. Each time the file is consumed, information on the user may be recorded in a database. A clearinghouse processes and distributes payment data and consumer information. Massive Media develops extensive reports on consumers that can be used to send targeted advertising and content back to them. Consumers receive targeted messages and content.