In terms of technological developments, the distribution of audio content has invariably paved the way for video. From the humble cassette tape to CDs, and digital compression enabling delivery to computer, MP3 players and mobile devices, where music goes so TV can follow. But the question, say execs, is not whether TV should be learning from the music’s experience, but whether TV is learning the lessons that music industry peers learned the hard way. Parallels are obviously being drawn between the music industry’s battle against Napsterstyle peer-to-peer file sharing and now Viacom’s very public legal battle with YouTube – but Soundbuzz Chief Executive Officer Sudhanshu Sarronwala says perhaps traditional media companies are missing the point. “I’m not advocating copyright infringement, but the industry needs to recognize that You Tube is the consumer redefining how they want to consume media,” says Sarronwala. “In our experience, the consumer is willing to pay – but only for what they want to consume. Peer-to-peer file sharing is demonstrating that consumers just want the crucial 30-second, 60-sec or 90-sec