From Future of Television Forum 2007 - Soon, we won't be talking about TV-programs anymore at this conference. More likely, we'll be talking about monetizing broader media properties like Harry Potter and Big Brother. Don't get me wrong, TV is not dead, but finding a story or an idea that is so appealing that it holds up on ALL platforms is the new holy grail.

The key to success for a TV producer in the digital era will most likely NOT be to simply pitch an idea for a TV show, but a whole package of TV shows, webisodes and cell phone tie-ins.

What is more, a producer will have to bring a couple of advertisers on board, or, at least, a few ideas for which advertisers the show might appeal to.

In other words, the creatives have to think more like suits and the suits have to think more like creatives.

At DMW’s ongoing Future of Television Conference in New York City, several top television and digital media industry executives discussed how television is evolving with new technologies as well the latest viewer trends. 

Except for multi-platform programming, hot topics and growth opportunities for the television industryinclude; the emergence of worldwide content (Internet) distribution networks (growing the audience beyond national and cultural boarders) and VOD, HB, IPTV and Mobile TV.

Here are some quotes from Thursday’s panels:

“Mass-marketing is clearly dead and the 360 campaigns will become more the rule than the exception,” said Tim Herbert, Senior Director of Research, M:Metrics.

“Our dot.coms will continue to be specialty stores for particular channels and programs. But most people will be entertained on a bigger scale. Hulu will be that big, superstore kind of experience,” said JB Perrette, President, Digital Distribution, NBC Universal (NYSE: GE). “I’m also a big believer in viral distribution on the Internet which Hulu allows.”

“Channels matter. There are still many people that want to watch their favorite shows on their favorite networks,” said Larry Aldem, CEO and President, Sundance Channel.

“We have sold 50 million media center PCs up to today. When the broadband speeds pick up for real is when we are going to see a big change the television industry,” said Blair Westlake, Corporate VP, Media & Entertainment Group, Microsoft (NSDQ: MSFT).

“We’re in the business of franchise TV programming,” said David Poltrack, Chief Research Officer, CBS (NYSE: CBS), and President, CBS Vision. “If we can stay in control of the distribution possibilities by putting our content on any platform, which we are doing, then I don’t see the networks losing out.”

“Monetization of new media is a major issue right now. 60% of the video that people watch online is clips only”, said David Poltrack. “That is not enough to make the advertising model work.”

“TV programs need to be more cleverly designed so that they work on any platform and allow more viewer interaction,” said Conrad Riggs, Co-Executive Producer, Mark Burnett Production.

“New media allow us to offer a much deeper and much more engaging experience than ever before, because that is what it’s all about: the experience,” said JB Perrette.

“The number one desired product in America right now is a high def television set,” said David Poltrack.

Joakim Baage