NEWS VIEWS AND INSIGHTS ON INTERACTIVE VIDEO ADVERTISING POWERED BY: hawthorne direct
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HVR Farewell: An Interactive Fall Lineup, Back to the Future Footwear HVR Farewell: An Interactive Fall Lineup, Back to the Future Footwear
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Stein Mart Love at First Find Stein Mart Love at First Find
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CBS Fall Preview CBS Fall Preview
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Marty McFly’s Closet Marty McFly’s Closet
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HVR Blast from the Past HVR Blast from the Past
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Back 4 the Future Back 4 the Future
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Dear Sophie Dear Sophie
Home » Glossaries

Glossary: New Media



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fragmentation
In a technical context, fragmentation describes the condition of a poorly optimized hard disk. A fragmented hard drive will have few areas of contiguous space to accommodate large media files, so data bits scatter all across the disk and playback performance degrades. In a marketing context, fragmentation describes an audience dividing its attention to an increasing number of TV channels, music downloads, video on demand offerings, web portals and more. In other words, the media is not so mass as it used to be.


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