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Passive Massive


IBM have just published an interesting document:

The end of TV as we know it: A future industry perspective

[I love how consultancies do knowledge marketing]

There's some good stuff in there, culled from numerous interviews, about the brave new "world of platform-agnostic content, fluid mobility of media experiences, individualized pricing schemes and an end to the traditional concept of release windows."

But there's also an important caveat - that most people, even looking to 2012, are going to remain entrenched in existing modes of media behaviour.

They call this segment the "Massive Passives" but, personally, I prefer the Passive Massive.