"There's not a lot of people out there that are ready to come right in," Marks said. "You want to hit the ground running...you want the show to be pretty good right away."
"Rather than chasing meters and subjectively touting that we have 'the best content' we should be focused on building strong, sustainable, multiplatform businesses."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."