Varied and available everywhere - that's what users expect from media content. Suppose you want to meet these expectations and hold your own against the flood of providers. In that case, you have to rely on cross-media: Content must be available as text, video, and audio in multiple places to reach users, while cross-linking extends the user journey. This requires new channels, from social media to (multi-purpose) apps. For media, this means that a wide range of formats must be available for a wide range of devices - and as quickly as possible.