CANNES: "Simultaneous launching of a TV series and consumer products built around it is not a good idea. The strategy is to launch a show, let the emotional connect build up with the audience and then probably in 12 to 18 months time launch the products." That was Nickelodeon and Viacom International consumer products VP Tanya Haider's take on the session maximising impact of the brand across all platforms.

"This is applicable only to certain markets like the US though. Having a window in Asia would kill the business due to piracy which would eat all the cake" Haider cautioned.

Disney Internet (UK) Head Attila Gadzag shared the same view. " We are developing a lot of original content for the web and mobile as well as migrating our traditional properties into the non traditional formats. Digital media will form a good part of licensing strategies in the future"

Conclusion: Include digital media strategy and planning early on in the content development cycle. The challenge is to do creatives across platforms while retaining essence of the story.