My wife sat next to my 9 year old daughter sharing a moment of watching a video on Youtube. My daughter watched, came to a part that she didn't enjoy as much and slid the play-slider up to another part. My wife responded by saying "that's really annoying, you learned that from your older sister." I paused her and explained that for my daughter, media is an on-demand experience. Pick what you want, watch it, skip parts you don't want, rewatch parts you particularly enjoy, and share it with friends & family with a click. Whereas my and my wife's experience is broadcast media. You watch (or listen) to what comes on, watch it from beginning to end, and if you missed it - oh well. We don't interact with or adjust our watching experience - she does. (I've actually been in the car with the radio on and had my children say "could you pause it and put that back, I didn't catch what he said".) Clearly for those in the media business this poses ...
Enough hype! Real ROI - Let's put these technologies to work!