CANNES: Consumers will access all media through digital platforms within the next ten years, meaning online and offline content providers will need to quickly adapt to this rapidly-changing environment, according to Steve Ballmer, chief executive of Microsoft, the IT giant.
At the Cannes Lions International Advertising Festival, Ballmer argued that media consumption is increasingly taking place across "three screens" – PCs, mobiles and TV – meaning it is becoming increasingly essential to produce material that is relevant across each of these channels.
