After a panel on branded entertainment, Laura Martin (who delivered a pleasantly ferocious analysis of the financial dynamics behind the media business earlier in the day) asked the creators and
producers of Easy to Assemble, a show "about" Ikea, whether A) they expect audience fatigue of the kind that afflicts network TV, and B) whether they can actually make a living doing this. The
answers, in reverse order, are B) they might not get rich, but they make "enough money," but the money isn't the point... and A) The freedom of new media allows them to refresh and switch up stylistic
elements, so that "every season we can do something completely new," according to producer Dominik Rausch.
