Spiderdance director of strategic development Bill Niemeyer said Datapost calculated 44 million Americans engaged in simultaneous Internet and television viewing. The advertising community is catching on. Several panelists said advertisers did not take advantage of the medium's capabilities. Music licensing fees dominated the panel's concerns, however. He believes that the various rights organizations are stalling until they can determine what the maximum was that the market will bear.
Content has to be licensed on a fair and level playing field.
Securing digital music did not seem to be much of a concern. The panel agreed that people will pay if they felt what was on offer was worth it.