As distribution splinters across FAST, OTT, affiliates, and global sports networks, perspectives on IP assets must evolve. This panel will examine how rights holders are navigating AI-driven licensing models and the ethical imperatives of protecting and activating high-value content – from the IP ownership and licensing story, to the gaming and entertainment ecosystems that depend on it, to the legacy workflow infrastructure bridging traditional libraries with modern distribution demands, and the secure network connectivity that makes it all possible.