Williams (1974), "Programming: Distribution and Flow"

1. Previous cultural communication forms were discrete. Meetings and plays, for example, have set beginnings and endings.

2. Television introduces fluidity into this process. Television programs are interspersed with advertisements and promos for other programs and films. These are all structured similarly, so that they flow into one another.

3. This creates a confusing structure in which communications flow into one another without boundaries and without regular intervals. Williams (1974) believed that this would contribute to restructuring of all cultural communication.