Big media companies must keep finding ways to reach on-the-go users and make money doing it to stay relevant in an online marketplace that values convenience and novelty, the leaders of three of the largest U.S. media and tech companies said on Wednesday.

In a wide-ranging discussion on tech trends at the Milken Institutes 9th Annual Global Conference, Walt Disney Co. Chief Executive Robert Iger, News Corp Inc. President and Chief Operating Officer Peter Chernin and AOL Chairman and Chief Executive Jonathan Miller agreed; standing still while users find ways — legal or not to obtain the content they want is not an option.

I think anyone who loses is anyone who tries to protect their traditional business. I think you have got a bad 10-15 years ahead of you if you try to do that, Chernin told conference-goers.