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But in the rush for content, entertainment is getting brushed aside, a nuisance to deal with at some future date.
If advertising revenues and program licensing fees are to continue to support content, entertainment industry executives argue, their interests must be accommodated.
It is also an early salvo by Disney in the battle over who controls content: entertainment creators or those who distribute it, like cable and satellite services.
A media agency is hosting an ambitious daylong event that is meant to make it easier for Madison Avenue and Hollywood to cooperate on the creation of so-called branded content, entertainment programming that has embedded or integrated advertising.
In China, media content is largely controlled and these Internet companies are defining new frontiers of politically acceptable content (entertainment, sports, blogs).
"We already work closely with the world's leading brands in content, entertainment, technology and advertising," said Leibsohn.
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More familiar terms for the trend include branded content, branded entertainment and advertorials.
It is the most ambitious use yet of advertising within the content of entertainment programming.
Synergistic marketing efforts have become commonplace in recent years, particularly with the increasing popularity on Madison Avenue of what is known as branded content, branded entertainment or content marketing.
Some are sticking to more familiar terms when they discuss the trend, like branded content, branded entertainment and advertorials.
The show, to be broadcast by ABC in September, is the most ambitious use yet of advertising within the content of entertainment programming.
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