What's the point of cross-platform programming? Standaone properties in each of the media - film, TV, Internet and mobile devices - that are not integrated and fail to feed off of each other pose a missed opportunity. Integrated media may unify and greatly enhance brand equity and present new opportunities for advertising, sponsorship, subscription and e-commerce.

With regard to Bridget Jones, we intended to not only distribute content across multiple platforms but also exploit the property across multiple channels - online and off.

"When the first moving pictures were shown, at the beginning of the 20th Century, they were fairly rudimentary, even crude films: images of zeppelins on maiden voyages; people attending operas; cotton mills in actions; guns being fired; trains running on tracks. People were impressed with seeing a representation of real life, whether exotic or trivial.

Is this very different from the current state of YouTube, with its cat videos, recut movie trailers, and home-made TV programs? A hundred years from now, people will look back on our first usage of the internet as a quaint fascination, a group of people who had neither the tools nor the context to push the form to its sophisticated end point...

Selected as the best photo by Amogh Desai, Founder and Director of the National Institute of Photography (India), "London Bridge from Top of Shard" by Raquel Santiago has won the TimeWave photo contest.

Please see further details of the contest on award.io's TimeWave page.