It is necessary to differentiate between models of ‘Business to Business’ distribu- tion and ‘Business to Consumer’ distribution. Digital forms of distribution can be advantageous to both small-scale “cottage” industry sized companies and large media corporations. Digital videos can be dist- ributed globally by specialist we-sites globally when users have high speed connections. They are only likely to find individuals often with little purchasing power. Large film companies can distribute to points of mass exhibition such as cinemas or outdoor arenas by high speed optic fibre cable or else via digital satellite links. With encrypted technologies it is now possible to release a film globally in cinemas if ne- cessary in different versions for different markets on the same day. This will reduce piracy and maximise marketing opportunities whilst reducing significantly distribution costs. The ability to respond instantly to audience demand by downloading onto servers instead of relying on expensive and relatively slow mul- tiple copy distribution will help increase profits and retain and develop audiences.
