As part of a three-day Media Studies Conference that takes place annually at the BFI, Anthony Lilley speaks to an audience of Film and Media Studies teachers about ways to engage an audience. He also raises the issue that in a world abundant with content and ideas, the main scarcity we have to contend with is that of attention. An award-winning interactive media producer himself, Anthony guides us through the intricate world of new media and media policy. He is highly inspired by Orson Welles’ quote “Advertising is the rattling of a stick inside a swill bucket”.