One of the biggest challenges facing modern media organisations is how to repackage content for digital platforms and turn a profit. Achieving this is a minefield. But the recent formation of divisions such as Granada Broadband, Carlton Active and Channel 4 Broadband is indicative of the way in which companies are redefining linear production businesses to take account of multimedia content creation. Chris Griffin, Granada Broadband's director of channels, says this transition is a critical challenge for content owners: "If we are to generate new revenue streams, we have to find out how to make our content useful for people in the mainstream, cable and satellite, internet and WAP/3G spaces."
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