In recent years, audiovisual archives, large and small, have been making their holdings accessible online and have started exploring a mix of models for revenue generation and what might be called knowhow generation through innovative partnerships with commercial and non-commercial institutions. This paper sheds light on the new ways that archives have been examining, appreciating, and even embracing business and commercial interactions in the digital age. It describes models and tools that have proven successful, and provides recommendations to help those who curate audiovisual heritage content appreciate and maximise better the value of their assets.