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The flavour of the debate then, as now, was looking at the Net as a distribution platform, not unlike Chanel 4 – distributing content.
The job of the media company will shift from producing and distributing content alone to orchestrating production and distribution ecosystems.
It has run recent content campaigns with Nissan and Ford, creating and distributing content to its millennial car enthusiasts.
"It's not exactly SingStar from Sony PlayStation, but it's an app and a new way of distributing content," he says.
But it is rare that a single, central server has the responsibility for distributing content to users.
Yahoo Finance, the most popular business news Web site, will begin distributing content from the business news channel CNBC on Wednesday.
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And it bodes well for content creators like Contently and technology companies who make the software to distribute content (Tumblr, Wordpress, app developers, etc).
It distributes content via desktop PCs and mobile apps.
As Altchek states: "There's been an incredible opportunity over the last five years to distribute content in a new way".
But it is facing a media environment that is shifting toward cheaply distributed content over the Internet.
It has invested $7 million in Pluck, a company that distributes content from blogs to newspapers and other traditional media outlets.
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