The “four-screen strategy” is the future, and it promises more seamless linking between devices such as your TV, laptop, smart phone and tablet.

It represents a push to get as much content distributed on every device with a screen display, across as many markets as possible.

The big idea is to create families of interconnected screen devices, serving up cloud-stored entertainment libraries.

People will be urged to throw out their remaining CDs and boxed sets and store music, films, TV shows, family photo albums, digital content of any kind on the servers of multinational corporations.

What’s new?

It’s no secret Apple wants to get in the living room. Brian White of Topeka Capital Markets says the Apple “iTV” will go on sale late this year.

Apple will also release a small “iRing” that fits on the viewer’s finger, allowing the user to control the screen by pointing. In addition, the set will come with tablet-like “mini iTVs” with 9.7-inch screens, the same as the full-size iPad. The “iTV” will be able to send video to the smaller screens wirelessly around the house. The concept is similar to the way in which cable and satellite TV companies are starting to let their set-top boxes send video to iPads and other tablets.

Observations for Christian Media

1. The companies that move now to create viable products and services combining all four devices will gain a foothold for the gospel in the “iPad on the Wall” living room.
2. Christian operators should go beyond just making content available on multiple screens, and focus on supplementing the core user experience with contextually relevant biblical content or new interfaces on additional screens.
3. Content abundance means that discovery of biblically sound content is crucial to the success of Christian Media 3.0. Content providers and content distributors should work together to get the digital gospel in front of as many people as possible, so seekers (and believers) won’t have to figure it out themselves, possibly ignoring or missing great digital gospel content.
4. The four-screen strategy transformation had led to greater integration of media parts. Thinking and working multi-platform should become standard operating procedure.
5. Content is King. Distribution is Queen. Unity between the two sides of the value chain is the Ace in the hole for the Christian Media industry, and with God’s help can make things happen faster.