In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how major media companies are working to capture the attention of viewers, users and customers, and how they are attempting to cross-collateralize their properties so as to get the most marketing effect out of one viewer experience. They also question how to be sure that your marketing buys are effective when unlicensed copies of your content are so often available in the wild, and discuss new technologies in tracking consumer reactions to content.