The dividing line between traditional media and digital media is becoming less clear all the time as advertisers increasingly view both products on equal terms, as video. In a scene setter for the Digital Content NewFronts, under way in New York City, Claire Atkinson writes in the New York Post that the common denominator now is finding premium content — regardless of who has it.

Atkinson quotes consultant Michael Kassan of MediaLink, who works with close to 80% of NewFronts participants, saying: “Everyone is going to talk about premium content. The friction here is around who owns premium content. He who creates it, owns it.”

The digital buyers marketplace has been taking place in some form since at least 2009, when perennials such as Yahoo, AOL, YouTube and Hulu got the ball rolling, the report notes. This year’s event features at least one big first-time player, Playboy. Meanwhile, some observers see ad dollars moving back to TV.

Click on the link near the top of this story to read Atkinson’s full report.