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Our drastically different interpretation of media content is an exemplary truth of the media industry we live within. The the unprecedented levels of control audiences possess has allowed for the diversification of media content to appeal to very fragmented groups, and the immersion into specialized genres and programmes. Immediate interactive audience programming, such as America's got Talent, is an exceptional illustration of transmedia production. Individual agents have the ability to control the outcome of a show during its live broadcast, and subsequently, to some extent, control the content and characters.
The role of an audience has evolved greatly through the introduction of more capable technologies, but what has remained the same is the consistent interaction of agency and structure. The interactivity of audiences with media content producers ultimately proves the audience power throughout the never-ending renegotiations between the texts produced and audiences. What remains to be seen is the level to which audience interactivity can reach, and if it will lead to problems in the development and maintenance of physical social interactions and relationships.