The distribution of digital media rights should be carefully negotiated and divided to make sure people are not discouraged from using video and audio services online, it has been warned.

According to Ciaran Quinn, the director of strategic business development at DeltaTre, the issue of media rights - particularly those surrounding sports - may cause conflict between entertainment providers and in turn could impact on viewer experience.

He told the Westminster eForum Keynote Seminar: "The problem is that it is so early still in this digital media area that we need to be very careful and almost protective of the new media rights and how consumers can access them."

Mr Quinn's comments follow those made by the European Interactive Advertising Association, which found that digital media was fast becoming the most important medium for sports fans and other media convergence.

It added that twice as many sports fans were inclined to use the internet while watching TV as the average user.

According to a recent survey by Connect, the two biggest IT headaches for businesses were 'everyday hassles with IT' (37 per cent) and 'security concerns' (32 per cent).