CHAPTER
11
The interstitial
WHERE WE'VE BEEN
We began by discussing just how the media industry came to this new realm. All three of the delivery channels—television, Internet, and cellular networks—have been around for over a decade. But the combination of increased user uptake and technological innovation has led to this magic moment of alignment and facilitated this new media age. In a very short span of few years, it may be possible that any content at all can be consumed at any time, any place, on any device; however, we're still a long way from the day when ALL content can be consumed regardless of time, location, or device.
This led to a description of just what each of the three device types, the natural extension of the three-screen ...
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