Last week I attended two conferences, which should not have been linked in the traditional sense, one in the world of Football at Soccerex 07 London at the New Wembley, and the other at Media 360 at Celtic Manor. However the one thing both had in common was media convergence and the issues and challenges to both.

Richard Scudamore the CEO of the Premier league has just returned from the USA where they had issued a lawsuit against YouTube for showing clips of the Premier League, and when challenged as to what he expected as the outcome, was less than convincing, and as an observer one may suggest it was the opening shot in a new set of 'Rights' to be sold! Whilst he kept focusing on the importance of attendances and fans and making sure the experience of going to Premier League football could compete with going to the shops or other social competition, one couldn’t help but question whether their primary focus is maximising 'TV' revenues, no matter which media platform they be delivered on.

At Media 360, whilst, it was good to see many of the movers and shakers in the media world, and listen to their debates on the media landscape, the title of the conference said it all 'Converging Media - Emerging Value'. I was pleased to see that we produced the latest episode of MediaWeek.tv from the conference as it was putting in to practise in front of the delegates just one of the techniques open to the media world. I do hope, however, that the media agency world does embrace the new opportunities for brands, as otherwise one could suggest that also Media 360 does what it says on the tin, in that it just keeps going round in circles!