Celador International (UK)'s Bruce Vandenberg said Who Wants To Be A Millionaire was a good example of making money across a range of platforms.

Millionaire was offered on the PC via narrowband and broadband on a pay-for-play model across 15 countries, he said. It has generated more than five million pounds in three years.

"It's about getting consumers to engage in the brand," he said. There were similar options via interactive TV and TV games channels. A younger audience was also targeted via SMS on the mobile.

Interest had risen significantly after a 17-year-old boy won 32,000 pounds. There was also a WAP game version, he said, reflecting the shift back to content by mobile operators.

Joel Berger of MTV Networks, Germany, told the seminar there was limited growth in the existing TV audience for his company. "So we have to make more out of our demographic," he said.

A key target area was mobile entertainment products:
* Ringtones, MMS logos and wallpapers
* Java games
* Video content
* And the development of mobile music services.

Robert Fahle of RTV New Media, Germany, talked about similar mobile products. But he stressed there should be exclusive packages for mobile operators. "TV programs must be tailored to each platform," he said.