Big Media Swoon Over New Content Channels

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Finding new consumer “channels” isn’t just an ad-agency obsession. The giant media sellers are racing to stake out territory in cutting-edge technologies, such as cell phones, in a bid to expand audience and revenue streams. And the race is driven by need, as traditional media outlets such as cable, satellite, TV and radio present less and less growth potential.

In the past year, several media companies have begun experimenting with alternative delivery systems ranging from broadband applications to cell phone technology to distribute their content and brands.

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