With the rise of the digital mediums, companies have found it more difficult to place value on their content since it appears on the Internet or on phones instead of in a format the companies can contain. The Controlling Content in a Digital World panel, at the Media & Money Conference in New York on Thursday, set forth to tackle that very problem with representatives from television, Internet and mobile, and the new platform Vevo.

Since much material is available at no cost on the Internet, there have been, at times, a backlash against paid content. However, Yahoo! VP of media Jimmy Pitaro conceded while his company has made certain content free, such as fantasy football, they have kept new acquisition Rivals.com and their message boards a paid option due to user feedback.

Vevo's president and CEO Rio Caraeff, who received a bulk of the audience questions over details of his product, said the service is set to launch early December with partnerships from Google, YouTube, Universal Music Group and Sony Entertainment.

"What Vevo is trying to do is to improve the quality of the experience, create more engagement and more interactive features in and around music videos, and build a new distribution model," said Caraeff. "We think there is clear demand from the audience that we can build from advertisers. They want to be a part of music, but they want a better experience, higher quality and they want something that's more engaging and less of a passive linear viewing experience."

Although new platforms are emerging, Verizon VP of content strategy and acquisition Terry Denson believes in the emergence of the mobile devices.

"I think the biggest upside is the mobile platform because you look out to 2012, there would be over 250 million high-end video enabled mobile devices that are connected to all wireless distributors," Denson says. "What that creates is the opportunity for that one on one relationship that everyone would ask for."

Denson artfully dodged the question when asked if Verizon would eventually partner with Apple and the iPhone. He instead heaped praise on the company and cited that they always want to partner with the biggest and best companies, such as Denson's Verizon.

The new innovations are creating new business models, and Pitaro doesn't want small media startups to fear large companies such as his, and instead look to help each other out.

"A lot of these smaller media companies need to look at places like Yahoo!, AOL and Microsoft as partners rather than competitors, and license the content to us," Pitaro says. "Let us promote the brand. Let us generate awareness and drive traffic back to these places so that they can grow in scale."