On the other hand, PBS will be digitized sometime in the next 2 to 5 years, adding new channels. But you don't build a mass audience with PBS, and access to audiences concerned the majority of attendees. David Wallace from the BBC framed the discussion with the contradiction that people pay more for media consumption and that there is 100 times more broadcast time while there is substantially less original programming. Michael Nash of Warner Bros. argued for niche marketing. He also told mediamakers to initiate a relationship between talent and audiences using e-mail and chat rooms.
New technologies open up the narrative form to multiple storylines and elliptical endings.