How media companies can serve an audience of "superheroes"

Andrea Sophocleous

This event report discusses how TV viewers are turning into "superheroes" - and how brands can best serve their needs.

How media companies can serve an audience of "superheroes"

Andrea Sophocleous

While the advertising and media industry spends a lot of time talking about the rate of change over the past ten years, the most important shift involves not technology, but consumer expectations. That is the view of Mark Britt, the chief executive of digital media group Mi9, a unit of the Nine Entertainment Company.

Britt was speaking at the 12th annual Australian Broadcasting Digital Media Summit, held in Sydney in February 2014. He told the audience that technology has turned consumers into "superheroes", and raised their expectations of...

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