Anne Sweeney, president of Disney Television Group, has recognized a new group called "millennials." These are people ages 8-27 who go home at night after work/school and use between 5 and 8 different technologies. Compare that with baby boomers who go home and ONLY watch TV!!
The yonger generation simply uses more media touchpoints, making advertisers froth at the mouth to get more information on every platform (and therefore more ad $$s). Disney calls this "nonlinear platform programming."
Comcast CEO Brian Roberts said media companies are putting content on multiple devices to "make the [media consumption] pie bigger." Estimates say that per-person, media consumption will expand by more than 800 hours from 1998 to 2008.
Still, when college students were asked what technological device or service they would most likely pay for after college, the cellphone topped the list.
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