So much of current content distribution strategy is built around the idea that the web-based Cloud is the way to go. It is easy to get deep into the weeds when it comes to the technical aspects of what the Cloud is and how it works while at the same time losing sight of what it is for and when it is (or is not) the best means of storing and delivering data. What really matters, of course, is how the Cloud(s) can help content companies improve the efficiency/productivity/profitability of their businesses. At Motive TV we think that content businesses should look at the totality of the distribution challenges in front of them and then decide the best pathway for getting content to viewers. When I recently participated in a discussion about the Cloud at the Digital Hollywood Spring Event in Los Angeles, I pointed out that when it comes to one-to-many content delivery there is a superior technology available in the market to day – traditional over-the-air broadcasting. Motive Television’s own technology can take a linear channel, digital terrestrial signal and enhance it with PVR functionality, on demand content and data carriage capability, all the while using the current broadcast station infrastructure and spectrum. In summary, for the delivery of popular, mass entertainment rather than super-niche content, the high-quality broadcast signal can be a better and more efficient pathway than video managed through the Cloud and delivered via the internet.