Stream Weavers

Traditional media companies are being barraged with an endless supply of new distribution methods, as content is streamed, downloaded, distributed via peer-to-peer networks and sent out to portable devices via wireless cellular and other networks. Companies ranging from MTV Networks to NBC Universal to ESPN are using these new methods to further their brands' reach. Figuring out what an audience wants is something media execs like John Kosner of ESPN and Jason Hirschhorn, MTV Networks' chief digital officer, struggle with every day. Keeping on top of always evolving devices and new technologies requires experimentation and coordination.