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Frank Rose: '"If it doesn't spread, it's dead": With this pithy dictum, Henry Jenkins summed up the nature of media distribution in the Internet age.'
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You should also check out Spreadable Media's website.
Spreadable media is ispirational for the next tv. It's about spreading contents through media. It's about web 1.0 and 2.0. It's about retro culture.
In this interesting interview what comes out is that storytelling and simplicity is a winner in a spreadable world.