New technologies open up dramatic possibilities for content owners but what does the market really want – high definition perfection, grainy shorts on YouTube, or total portability?  Possibly all three.

It's almost impossible to understand the value of a piece of content without considering the plethora of channels on which it can now be exploited.  Different audiences have different priorities at different times, and content that can work across all platforms will command a premium.

For many, portability will be key.  Nowhere is this more true than in China, as STAR TV's Jack Gao explains: "China has experienced a large urbanisation – people moving away from the land and into cities.  And those people are very mobile.  They carry a cellphone from one city to another.  That adds significantly to the value of the mobile device."

As new platforms and formats compete for attention, they can send contradictory signals about what the market really wants.  Online platforms are already achieving critical mass but remain dominated by catch-up services and copyright abuse rather than exclusive new product.  High definition formats have helped to underpin DVD sales figures and promise to revitalise the viewing experience for millions.  However, there are many occasions when viewing quality is simply not paramount – particularly when travelling.

In such a market, experimenting with content for emerging channels has become de rigeur but this is largely a nod to the future, as Sony's Kerstin Gühne explains: "We've shortened or edited classics such as Charlie's Angels into 3-minute movisodes.  We completely re-edited, re-dubbed, everything.  So, yes, we do have this product, we're producing this kind of content, and I think it's necessary to have it.  But it's not going to be the core product."

Because of the uncertainties of platform take-up, it's essential not to be tied in to one delivery channel.  A firmly platform-neutral stance is reflected in the decisions Lord Alli takes as Chairman of content-specialists Chorion: "We don't care who wins.  In the end, we own premium content and they're always knocking at our door saying, 'can we have you first?'"