The advent of Video On Demand transformed the business models of the broadcast and pay-TV industries. Now it is set to have an equally disruptive impact on the nature of video content itself as the old analogue limits of linear TV programming no longer apply. With programming space free of scheduling constraints and with the ability to focus shows on specific demographics rather than the mass market, increased content creativity is able to come to the fore during the commissioning process. The result will be strong and compelling content able to reach specific types of viewer with resulting audience loyalty driving increased profitability and revenues.