Used effectively, DRM technologies have the potential to open up these new channels to traditional publishers and producers.

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Mass TV audiences are quickly becoming a rarity, so events like the Super Bowl will always be important for advertisers. Live TV seems to be the new prime time, with DVR users far less likely to skip ads and record programs for later viewing.

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Sony's recent digital rights management (DRM) fiasco highlighted the tightrope content producers employing DRM technologies are currently walking. Authors, artists and publishers now have the technological tools to better protect their digital creations but if they want consumers to pay for their digital work, they must find the right balance between copyright protection and customer expectations.

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