TVC Matrix tries to keep up with the ever-changing internet age. Two forces, working in grudging symbiosis, control the media: content producers and content distributors. If information travels along a highway, then the distributors own the road, and the providers make the stuff that rides on it. Neither has value without the other. But control both the road and it's travelers, and a company might master it's own destiny. Information no longer travels on a metaphorical road but through a very real series of tubes, delivered not simply to TV's but to phones, tablets, computers, and video game consoles. Media can be consumed in more ways than ever before, but the delivery system is startlingly homogeneous: It's the Internet. MCA even picks up broadcast signals using a bay of rabbit-ear antennas and then moves that data through the Internet. The way information is distributed is so similar that content is now the market differentiator.
MCA's Independent Associates are faster moving than media companies, and have proved incredibly disloyal to the most seemingly entrenched platforms even television. In 2009 MCA found that 8 to 18 years old's were spending less time in front of a TV the first decrease in viewing since it's study of youth TV habits began in the 1990's. The report pointed out that children weren't watching less television; they just weren't using a traditional set-top box. Instead of huddling in front of a glowing screen in the family living room, they were streaming their favorite show on Netflix, commercial-free.
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