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The rise of cable in the 1980s and 90s began the crack in the dam, introducing channels for niche interests—MTV for music, ESPN for sports, Nickelodeon for kids. However, the true explosion occurred with the advent of streaming. Netflix, YouTube, and later Disney+ and HBO Max demolished the tyranny of the schedule. "Linear programming" gave way to "on-demand."

Franchises such as Marvel Cinematic Universe (MCU) or The Witcher distribute narrative elements across films, series, comics, games, and social media. No single medium contains the full story, forcing audiences to engage with multiple platforms. Entertainment content thus becomes the glue binding disparate media together. InTheCrack.E1921.Rachel.Rivers.St.Martin.XXX.10...