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Connected spaces will rely on a myriad of connectivity protocols, platforms and technologies.
As a result, agencies and brands will need to diversify and work with interdisciplinary teams across different environments, platforms and technologies.
With "The Hills," they use a master story (the fight between Lauren and Heidi) to propel themselves through narrative tributaries that might take them onto other platforms and technologies (message boards, aftershow discussions, video-sharing, music-download sites).
"In a deflated macro-economy that requires increasing productivity from our workforce, increased global competitiveness for talent, software developers and their choices of which platforms and technologies to build on are having a huge impact everywhere in the world.
Another new consortium of companies is engaged in an effort to create a set of standards that will make it possible to universally distribute digital content across different platforms and technologies.
"During the day we will be looking at how a range of media companies are approaching the European market, as well as exploring the challenges faced by new platforms and technologies and the companies exploiting them," said Turner Broadcasting Systems International co-president Andy Bird, who is chairing the RTS conference planning group.
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What are the challenges in combining performance with digital platforms and technology?
How do digital platforms and technology impact the way you work?
It could be that digital platforms and technology have made creating and disseminating various types of content easier and faster.
As content bolts across both platforms and technology, doing taxonomy on media and technology companies is more complicated than it used to be.
The proposal chimed with the BBC's efforts to show its willingness to help out its cash-strapped rivals with shared platforms and technology.
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