Anthony Lilley, chief executive of Magic Lantern, which creates interactive material for broadcasters such as Channel 4 and the BBC, knows the value of nailing down all rights.

But sometimes the best option is to operate on a relatively open basis, with only some rights reserved under a creative commons licence: ‘Sometimes there is more value in widely sharing content, allowing it to be remixed and remashed, rather than trying to protect it in its original form.’

In putting together business models for digital rights, Lilley is pragmatic. ‘You have to move beyond the belief that because content will be pirated you should keep it in a locked box and never let it out,’ he says.

‘You cannot set out to be the only person with the key, because someone will break your lock. Your content will leak whether you like it or not. The answer is to be better, faster and more official.’ Lilley says most people do not want to steal content. ‘They want a nice, easy, straightforward experience, paying an appropriate amount for downloads. File sharing is a minority sport.’

His signature title, Four Docs, is a web site that represents a hybrid of commercial rights and creative commons. Launched two-and-a-half years ago by Channel 4, before anyone had heard of YouTube, it is a showcase for homemade films about everyday life.

‘When a filmmaker uploads a film, we do not take the copyright, so it does not restrict them selling their films elsewhere. It is still possible for them to commercialise the content. The Creative Commons licence does not prevent them,’ says Lilley.

‘We have made money from having the original idea. Channel 4 has fulfilled its remit by being creative and giving an outlet to the creative community. The filmmakers’ work is seen by thousands of people, while retaining their rights. A few dozen have made some money, because their films have appeared on TV or been put on mobile phones.’