From a wider content industry perspective, what possibilities might the availability of emergent technical know-how in multimedia semantics offer? How might semantically-related multimedia impact commercial stakeholders in audiovisual media? What are the existing priorities in play in the commercial digital media ecosystem, how do traditional archives fit, what part might the web semantics play, what are the factors requiring wider community engagement, and what factors are currently serving to drive technology adoption?Reflecting on commonalities between early adopters’ experiences and the current priorities of industry panellists, participants will explore possibilities for going forward, helping inform practitioners as to the future outlook of multimedia semantics set in context, and help explore broader industry challenges and priorities that should be addressed if the potential of the approaches underpinning the MediaMixer project are to be realised