I attended the Children’s Media Conference in Sheffield at the beginning of July. Over 500 delegates discussed, debated and experienced the 21st century phenomenon that is “transmedia”. From arena tour to iPhone app, the way programme producers relate to their young audiences has become more complex. Changing funding models may challenge the regulators (OFCOM have announced a consultation on product placement for non child orientated broadcasts) but the lack of change to the 1960’s rules for the licensing of child performers is of equal concern.

There was much talk of “properties” and “brands” but little criticism of the UK’s copyright laws. Whether this is because the delegates saw no reason to change them or they saw no opportunity to bring the rules up to date was not clear.

I’m sorry I did not get a chance to go to last month’s Licensing International Expo in Las Vagas. Robert Marick from Fox Consumer Products announced a huge range of merchandise relating to the high school comedy / drama / musical Glee. He is quoted as saying “Glee has hit a high note as one of the most attractive entertainment properties in the market today … The merchandising launch will allow fans to continue to engage and express themselves in ways that are core to the essence of the show.”

You have been warned!