Despite all sorts of media available on the internet, it's the professionally created content that will drive new media sales, reports Reuters, citing a new study from IBM.

Sales of television shows, movies and other content related to TV and movie properties are expected to jump 23 percent over the next four years, according to the study. A third of that is estimated to come from the continued and increased distribution of TV shows online.

Part of what's driving TV and movie producers and creators to distribute content across a variety of platforms, including portable devices, is a desire not to make the same mistakes that the music industry made. By resisting instead of embracing and planning for change, the music labels lost significant market share as people sought out free and illegal outlets for music.

It's the promise of new and increasing revenue streams that's playing a part in the problems that media companies are having with YouTube and other sites like it. New media experimentation is being slowed due to lack of resources, because the media companies are concentrating on existing distribution business - which represents immediate and not long-term income.