We are witnessing a process which has happened before and that will certainly continue as technology evolves or as people get more used to efficiency, fast access to usable data, and ubiquity.
In early 2000's we were talking about Convergence, and by that we meant having a platform or device that would put together TV, internet and telephony services. Nowadays, not only are such capabilities already covered by our smartphones or tablets, but today's Convergence is also looking into having the 'On Demand' label added as a nice bonus to these three venues: TV, internet and smartphone.
One example of this is Youtube's new offering with coverage of the London 2012 Olympics, currently available via streaming, totalling 3500 hours of 10 separate live channels to the United States via NBCOlympics.com, and also accessible from 64 other coutries around the world. For some people, this kind of offer means an opportunity to have a global branding moment, but the idea is to actually go beyond that.
This Olympics initiative is combined with several others by
