In the television business, there’s a lot of focus on the individualization of the media landscape. Nielsen recently noted “today, content is delivered and consumed through competing delivery platforms, networks and screens. Never before have we seen this level of fragmentation.” Amid this talk of fragmentation, there’s the undercurrent of individualism: everyone wants to experience media in their own way, on their own time. But is this individualism really what will drive media consumption in the future? I think not.
What will drive media consumption in 2015 and beyond is the opportunity media offers to be a part of a larger community.
Human beings are social animals. From the time our earliest ancestors walked the earth, they gathered together and told stories around the fire. More recently, we’ve gathered around the television to share our collective experience. For more than a half century, the box in the living room has…
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