Broadcast 179 (and level of associated earned media conversation) seems to be wearing off, and at some point (as there was with Wasik's original flashmobs) we may see a backlash against the concept. Paid media advertising can drive content initiatives, and content initiatives can both provide content for and amplify the impact of paid media TV creative. Whilst the look and feel need to be consistent across all platforms, `trans-media' approaches can be used to build out character stories and plot lines across different media channels and content elements. Everything works together, and this style of thinking can effectively provide content for both passive and active audiences accordingly. As Aristotle said, `The whole is greater than the sum of its parts'! KEy POInTs Different mediums need different formats. We now need to think about AV not just TV. Large numbers of people now consume two mediums at once ­ especially TV and internet or mobile. Paid media messaging needs to address both active and passive audiences. TV and broadcast media can act as a content gateway, and social media addresses, QR codes and so on can help to fulfil. Assets need to be aligned, and channels can then feed off each other. Paid media planning should now consider how to deliver the message and drive owned and earned media. Pre-seeding and crowdsourcing can help drive buzz. Events can drive earned media conversation and the volume of active audience for the TV advertisement.