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'A fanbase of millions'

10 December 2012

 'I don't think people always understand the scale of what we have done in the past 12 months. The level of work has been very intense. What we've done with Pottermore is harness a fanbase of millions of the biggest Harry Potter fans. In terms of producing value to all of the rights holders - be it J K Rowling, Bloomsbury, Scholastic, Warner Bros, or indeed our sponsor Sony - that's an immensely valuable thing, as any new books, content or products come out. For any launch we have a direct relationship with those fans already, who we can then engage with...

'If you have a brand that is very relevant to 11 to 15-year olds, it is clear to me that they consume more content on YouTube than on TV, for example. So therefore we have to think very carefully about what we do for Harry Potter and Pottermore in that environment... 

The convergence of media challenges existing right structures that were put together at a time when there was clear blue water between what film companies did and what film companies did. There is a lot in the middle that you could do great stuff with, if the film and publishing companies got together and said" your rights, my rights, let's put them together and do something amazing on YouTube, with in-flight entertainment, or on tablet devices." But in many cases, they look across suspiciously at each and don't speak to each other, so that stuff in the middle drops through.' Pottermore is about doing all those  thing in the middle.'

Charlie Redmayne, CEO of Pottermore