Jordan Levin and a few other like-minded folk announced today the launching of a content-company, Generate, which has already announced a partnership with MTV.
Why is this interesting? Because Jordan's company is platform-independent. The talent will focus on making their talent-y things, and then the material will be tailored to fit whatever platform -- download, portable, feature or TV -- that it best matches.
“Generate will take a media-neutral approach to the development process, starting with a core idea and then developing it for the distribution platform best suited to ensuring the integrity of the concept, which could just as easily be on an emerging or traditional distribution channel.”
The focus of the company is on getting the entertainment to the audience in whichever form the audience cares to enjoy it. If that ain't 4th Gen Media thinking, I don't know what is.
Sloooowly. Sloowly the tumbrils move ...