In the past, it was very easy to group media environments running the “forwarder” task (such as television, radio, newspaper) but unfortunately such a grouping does not exist any more. Although we want to stay as far away as possible from stereotyped aphorisms when we speak of communication environments, we have to accept that today the situation is literally a chicken or egg paradox. ”Every new technology loses its value as its accessibility increases”. Yes, but what happens next? The value of creative experts who find ways to evaluate something that everyone can access increase. Each content has a quintessential environment, and the viewing rate is closely related to whether the content is compatible with the audience in the environment. Thanks to OTT, movies are now accessible in the digital world and this does not prevent them from being watched in the movie theaters, but the serials are reaching their viewers through smartphones rather than televisions. Using this freedom, it is possible to evaluate the effects of the transformation caused by the digitalization of communication. Media is the living space of content, places that bring it together with the consumer, the devices are just forwarders now.
