The TV networks are struggling to find ways to adapt to the new digital reality. One of the newest initiatives by CBS is to launch a TV-series with 60 second episodes! The idea is that short episodes fits the new distribution channels like iPods and cell phones. This is of course an attempt to experiment with the digital material. The networks understand that when their content transforms into being carried by digital material, it is not only a change of some underlying technology. It is a fundamental change. It is a new material that changes everything, in this case even how the content is created and formatted. It also changes how the content is written and directed. It even changes the basic rules and principles in dramaturgy and story telling.
The transformation to digital material will not only change the way people interact with the content, but also the way they appreciate and distinguish good quality from bad. This will of course have impact on the way content will be presented in the traditional technological setting, such as the TV at home in the living room.
The ongoing transformation to digital material is maybe the most important societal change today. It happens everywhere, in all aspects of our reality, with consequences we can not grasp or understand.