Csigo (2007) suggests that media institutions are no longer interested in keeping the audience together, but in 'triggering engagement' in people. Another way of describing this is the shift from 'push media' to 'pull media' where the consumers decide what they want to do with the media and access it in ways that suits them.
On the other hand, Toby Millers argues that the idea that we have a world where the consumer can exercise authority is absurd and so the film distribution industry [or any other industry] doesn't rely on waiting, listening, responding to what audiences want and then delivering that to them, instead it relies on knowing which part of the world and the media need its product.
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