MUMBAI: Frames, the convention for the entertainment industry kicks off a week from now in Powai. On 17 March, a session will look at the opportunities available to marketers in the area of film.

The session will look at how in-film placement, promotion-publicity tie ups and movie merchandising can unlock value for both brands and movie makers. A case study approach will be taken in order to set targets for the film industry for each of these three opportunities. The session will also identify a framework for doing deals, and the right pricing.

The session will be hosted by Businessworld senior editor media Vanita Kohli. The speakers include Mindshare Fulcrum Central Asia MD Vikram Sakuja, Reliance Infcomm's marketing head Kaushik Roy, Leo Entertainment GM Sanjay Bhutiani.

An important session will tackle the issue of digital rights management. Digital technology is reshaping the entire value chain of content creation, distribution and exhibition. The protection of content in such a scenario poses a huge challenge to the IP holder. The session will focus on ways of managing content in the digital world. The host will be Amarchand & Mangaldas managing partner Shardul Shroff. The speakers are Digital Media Solution Asia Pacific's Quentin Staes Polet, IBM's Jeffrey Johnson and the HRD Ministry's joint secretary Bela Banerjee.

Trai chairman Pradip Baijal will deliver a special address on 16 March. He will dwell on the role of the regulator in the future of Indian television.