We're unable to talk back to the broadcasters, and, more important, we in the audience are unable to talk with one another while watching. The Web is a phenomenal medium for enabling huge numbers of people to communicate behind the backs of broadcasters. So, the commercial that's insulting to me and to you now via the Web we can make fun of together. This type of active audience simply has never existed before on this scale. We can't know because the Web's going to change the nature of broadcast TV to shape it to the will of a new type of active audience that's just beginning to emerge.
Predictions support the status quo.
Let's stop predicting the future. Instead, let's just build it together. He was, as VP of Strategic Marketing, one of the shapers of Open Text's intranet strategy. David sits on several conference boards and is a member of AIIM's Emerging Technology Advisory Group. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.