Why Big Brands' Bets on Quibi So Far Have Nothing to Do With Traditional Measurement

It's about the vision of Jeffrey Katzenberg, Meg Whitman and changing behavior

Two years ago at the Cannes Lions, Jeffrey Katzenberg started talking about how premium content on mobile devices could reshape the entertainment landscape. At the time, the working name of the project was “New TV,” and the idea was that premium content created by some of the world’s most talented storytellers and delivered via mobile devices could present, as he called it, “the next megamedia opportunity.”