By Henry Mauriss
If you asked someone twenty years ago what media looked like, they’d probably describe a television, maybe a radio, or a newspaper. Today, media is everywhere. It’s in your pocket, on your wrist, built into cars, elevators, fitness machines—you name it. Screens are now just the vessels. But what’s often forgotten in the rush to place media everywhere is that screens don’t create connection. Moments do.
That’s why at ClearTV, we’ve built our approach around a simple belief: media should be designed for moments, not just devices. When we focus on where people are, what they’re doing, and how they’re feeling in real time, the impact of the message becomes exponentially more meaningful.
The Shift From Screens to Context
Most media strategies today start with the question, “Where can we place this content?” It’s a device-first mindset—TV, phone, tablet, digital signage. And while placement is important, it only scratches the surface of what makes media effective.
What I’ve learned over decades in broadcasting and consumer engagement is that the true power of media lies not just in the screen it’s delivered on, but in the context of the moment it shows up. A two-minute video might be brilliant, but if you show it to someone while they’re rushing to catch a flight or sitting anxiously in a hospital waiting room, it might never land.
Instead, we ask: What is this person doing right now? How are they feeling? What kind of content would naturally fit into that experience and enhance it—not interrupt it?
That’s where the magic happens. And that’s where media becomes something more than noise.
Designing for Dwell Time
One of the key lessons we’ve applied at ClearTV is the concept of “dwell time.” It’s the amount of time someone spends in a particular space where they’re mentally available. Places like airport gates, hospital lobbies, or transit stations are goldmines for this kind of attention. Not because people are captive, but because they’re open.
They’re in a moment of pause. They’re waiting. They’re looking around. And they’re often eager for something to take their mind off the waiting. In that space, you have a window—sometimes just a few seconds—to connect.
When we curate our programming for those moments, we don’t think like a traditional broadcaster. We don’t just throw news or sports on loop and hope for the best. We think like a guest. What would I want to see if I were sitting here? How long would I be willing to engage? What would leave me feeling better, more informed, or more entertained?
It’s not about pushing content. It’s about serving the moment.
Meeting People Where They Are
There’s a big difference between what works in a living room and what works in an airport terminal. The expectations, emotions, and attention span are completely different. So why are so many media companies still using a one-size-fits-all strategy?
In media, “omnichannel” doesn’t mean putting the same thing everywhere—it means adapting for everywhere. It means your story or message should take on the shape of the space it’s in.
If someone is in a medical waiting room, you’re not going to hit them with high-pressure advertising. You’ll probably offer calm, lifestyle-based content. Something positive. Something human. If they’re in a bustling travel hub, they might enjoy fast-moving entertainment, travel features, or global updates.
Designing media for these kinds of moments forces us to be more thoughtful. It forces us to be more human. And when you do it right, people notice.
Attention Is Earned, Not Demanded
It’s tempting to chase eyeballs. To treat media like a numbers game. How many impressions? How many clicks? But those metrics rarely tell the full story. Real attention—the kind that sticks—is about resonance.
When media fits a moment, it doesn’t feel like advertising. It feels like something helpful. Something enjoyable. Something that made waiting a little easier or a long day feel a little lighter.
At ClearTV, we’ve seen how viewers engage with media when it’s properly aligned with their environment. They lean in. They look up. They remember. Not because we shouted louder, but because we arrived thoughtfully.
The Future Is Emotional Relevance
We talk a lot about “targeting” in media—demographics, behaviors, interests. But we should be talking more about emotional targeting. What’s the mood in this space? What does someone need right now, even if they don’t know it?
Great media doesn’t just inform or entertain—it understands. It fits. And it makes someone feel seen, even in the most ordinary moments of their day.
In my view, the future of media lies in emotional relevance. Not just better technology or sharper screens, but better timing. Better context. A deeper understanding of where people are physically and emotionally.
Final Thoughts
The world doesn’t need more screens. It needs better moments.
As media creators, brand leaders, and storytellers, our job isn’t just to fill space. It’s to design experiences that fit the rhythms of real life. That respect attention rather than demand it. That makes someone’s day a little better—even if only for a few minutes.
When we start with the moment instead of the medium, everything changes. And that’s the kind of media I believe we should all be building.