This was the running theme of the iMedia Entertainment Summit in Hollywood, Calif.
"The playing field keeps changing," Bettina Sherick, SVP of digital strategic marketing at Fox, said during her opening speech. To understand the full scope of these changes, think of the advent of TV and how it revolutionized the way that stories are told and messages are communicated.
Yes, entertainment is about telling a story. But the technology is the medium through which we can tell that story. One cannot exist without the other.
So, how are these changes affecting the industry? Kevin Doohan, digital marketing executive of Red Bull, believes that because of technology, the media landscape is stronger than ever. "Brands are now content creators," Doohan said. Technology has opened the door for advertisers to create independent content -- which is why it's critical to stay connected to what's happening and understand implications.
Here are a few examples of brands that are paving the road:
McDonald's is launching an InStore TV channel
Red Bull's sports stations