12 Sep 2008

Hyper Fragmentation

As bandwidth increases, fragmentation will continue to increase to an almost vertical incline.

Every existing media channel is fragmenting at pace and this will continue; especially via the Internet and mobile. In addition new channels will continue to be added.

With a limitless supply of channels and content, average total media consumption will exceed waking hours. People’s appetite for content and entertainment will become insatiable and drive multiple media consumption at the same time, resulting in a severe attention scarcity.