Media traditionally have been focused on pushing content to a fairly limited range of predictable situations and use cases: drive time, breakfast or commute with a newspaper, prime-time living room TV. The forms these media take generally acknowledge and are shaped by those contexts of reception. In a world where media contexts are fully fluid, then the models for imagining and making new media are flipped. Now we don’t just push the same media out into every nook and cranny. The real promise here is not in distribution, but in contextual innovation. We start with the place, the situation and imagine how all kinds of media can make the experience richer. How can any moment and place be turned into a theme park? ” ~Steve Smith, ‘Wherever You Are, That’s The Place To Be’, Mobile Insider on


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