On demand refers to the trend towards consuming media whenever and whenever the person accessing the information requires it, usually used in relation to video clips, TV, film or radio.

“On demand is one of the key characteristics of media at the moment. Basically people want to be able to get what they want where they want on the device or platform they want it. Whether that’s a phone, video ipod whatever.”
Interviewee
On Demand is an important process from the point of view of sharing experiences and information in a truly democratic way by individuals and small organisations. Taking an On Demand approach is also useful for large information providers such as the NHS who are able to host highly engaging video content on their own websites which can be cost effectively accessed by very large numbers of people.

Introduction  |  Examples  |  Benefits  |  Risks


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