And how there are lots of different viewpoints as to what constitutes the right consumption experience - see what David Lynch says in the video about watching movies on your internetphone - and where the boundaries lie, but that in general 'TV' benefits greatly from backchannels, extensions and participation.
[No I don't have permission to use any of these pieces of film.
If you have the power to give that permission, and this makes you sad, let me know.
Of course, that's also part of the point. Y'know? With Youtube and TV being part of one system and that.]
So, like, there are going to be lots of #hashtags# on #TV from now on.
Today we are very pleased to launch BMW EVolve: a system that lets you track and record your driving habits to help every driver understand if an Electric Vehicle is right for their needs and to help BMW evolve their vision the future of mobility.
The application - live now in the App store for iPhone, available on Android soon - lets you easily track and analyze your driving patterns, and see if you are a good candidate for an EV, based on distance and charging locations and that.
The application was developed with insight and input from the pioneers who have been driving the Mini-E electric vehicles for almost two years. It also features tips sourced directly from them.
For the less geeky among you, 'reversing the polarity' is a deus ex machina device commonly deployed in Star Trek, Doctor Who and other sci-fi, especially where forcefields and advanced energy drives are common.
It's the last minute solution that always solves problems - because, for some reason, future technology works better when you route the flow through it backwards.
For a while now we've
[you and I, not the royal we]
been talking about low latency advertising - work that responds to actions in one part of the media system in other parts of that system, in approaching real time.