The breaking down of barriers between different methods of content delivery. Historically, for example, a TV show could only be viewed through whichever terrestrial channel had the rights to broadcast that programme and that broadcaster decided when and how you watched that TV show. Today, a TV show can be viewed at the time of broadcast on a free to air TV channel through an analogue television, on demand through an IP enabled television, through a set top box on a subscription television channel, on YouTube, through Apple's iTunes service through AppleTV or an Apple powered device such as an iPad or iPhone etc.