CTAM cable marketing delegates have been warned that business models must be in place before they provide content everywhere.

Thomas Franzen, CEO of Swedish cable operator Com Hem, said subscribers had a right to expect access to their content but he said too many rushed to provide free services for fear of being left out and that the younger generation already had a mind set that content was a free resource.

Meanwhile, addressing another cable fear; content from cable suppliers over the internet, Linda Jensen, CEO of HBO Central Europe, said they wanted to deliver content over the internet in a way that was "very cable friendly" by making HBO's premium content available only to those who had paid a subscription. She said that programmers and operators had to come together to "talk about what should be the pricing and positioning for this young generation".

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