Some of the shows being discussed include "Easy to Assemble" and "Forty and Bitter," two online video shows sponsored by IKEA. The group has found creative freedom in new media to do something new
each season. During the keynote panel the group talked about how budgets continue to increase, though no one would confirm by how much. The budget increased this year, compared with last because Ikea
saw more money generated from the videos. IKEA also is open to other sponsors for the video show. In the series, Creator Illeana Douglas plays herself, deciding to leave the Hollywood acting life to
work at a Burbank IKEA store, where she is pursued by her celebrity buddies.