bq. The console wars are ultimately about a gradual consumer drift from broadcast media to decentralized content networks. US television network executives were recently sent into a wild panic when ratings appeared to show that males aged 18 to 34 had unceremoniously switched off from television. Despite the possibility that a large proportion of this demographic were probably too busy chasing Saddam around the desert to watch sitcoms, CEO of Sony America Howard Stringer had an alternative theory. According to Stringer, young adults were spending most of their time consuming content on his devices and spending 20 hours a week playing online subscription games such as Everquest.