The document discusses how advances in technology have changed content consumption and led to convergence, with audiovisual content now distributed across multiple devices. This has disrupted the broadcast TV model and benefits other content producers. To succeed in this new environment, broadcast TV must develop strong brands to accompany consumers across digital platforms and produce proprietary content that can be monetized everywhere. Umbrella brands are important to provide context and orientation for consumers as space on devices is limited and attention is difficult to capture. Own content production is also paramount for monetization across platforms.

1. Brands and Content Production Adding value in a changing TV landscape Madrid, Fall 2009

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