For decades there were three major TV networks, plus PBS. They were all things to all people - or all TV watchers, at least.

A few new networks appeared in the 80's. One (FOX) focused on terrestrial broadcasting, but most (like CNN and MTV) were part of the cable TV revolution. In the 90's, as cable became more available and increased the number of available channels, many more appeared - most focused on specific topics. The Food Network, launched in 1993, is a tasty example.

The emergence of the internet - the ultimate low-cost distribution mechanism - accelerated the pace of new channel creation. Fundamentally new networks sprung up almost overnight. Going direct to the consumer became a concrete possibility for content producers. The world changed! As consumers, we reap the benefit on a daily basis: endless choice and lower prices.

But there is a darker side to this equation. Traditional media companies - broadcasters and print publishers - have to adapt to this new environment. Print publishers are finding it particularly challenging. In 2008 Andy Cohn of Fader Media predicted that "Five out of every 10 magazines and newspapers will go out of business, scale down their frequency or move entirely to the Web." True or not, examples are not hard to find. Last month the Seattle Post-Intelligencer switched to an online-only model, dropping their print edition. The SPI had been in print since 1863. It now faces an uncertain future.

One of the cornerstones of the Attivio AIE platform is that it affords engineers the opportunity to construct a proof of concept very quickly. This capability means that potential customers can see a live implementation of their content integrated into AIE in mere days, not weeks or months.