In the 1990s, the Media Lab was one of the first organizations to recognize that we were rapidly approaching an era where the channel could understand the content. This era is upon us with zero-friction entry and machine learning, allowing unprecedented analysis of what is said and done in global media and offering new avenues for creation both on and off the screen. It is also becoming part of the consumer environment. The effects embrace content creators, distributors, and viewers, and point to a future of creative distant collaboration in learning, commerce, entertainment, and news.