That is the MIT Media Lab saying, in a typically American academic way, that they want to help producers make better content. That is what you find if you Google "object-based broadcasting".
Which is what I did on your behalf this month, because BT Sport - which seems to have taken up the idea of innovation in broadcasting like its parent company has so signally failed to do with broadband delivery - has announced it is to experiment with object-based broadcasting.
So what does this new and slightly scary expression mean? Essentially, it means producing content as we do now, but instead of offering it to listeners neatly packaged up and ready to enjoy, it gets sent as a kit of parts for you to assemble as you wish.
To take a very simple example, think of the last match of the Six Nations. You might be irked that the commentators kept talking and you could never hear what referee Nigel Owens was saying, and you had a distinct impression that he was on top joking form. But the soundtrack was mixed in the back of the truck and you were stuck with the balance.
An object-oriented soundtrack would give you the commentators, the referee's microphone, the English fans and the French fans all as separate feeds and you get to mix your own sound as you want.
For a more complex example - but sticking with sound - BBC R&D commissioned a radio documentary called Responsive Radio (you can still hear it at www.bbc.co.uk/taster/projects/responsive-radio). The difference here is that you can choose how long a programme you want to listen to, but still get the same story. Tell it the length you want and it will be re-edited just for you, in real time, in your browser.
Apparently to achieve this needed 99 separate pieces of dialogue, 11 pieces of music and one seagull. And quite a complex map of all the links.
Now I'm going to let you into one of my most guilty secrets. I quite enjoy bits of Michael Portillo's social-history-by-riding-trains series. But the programmes are hugely infuriating in that a nominal half hour slot actually includes less than 20 minutes of content because it starts a great chunk of boilerplate about Bradshaw at the beginning, then a preview of the programme, then the journey for the week, then the journey for the day.
At the end of the programme you get the recap, then the preview of the next day's programme (frame for frame repeated at the beginning of that show). If there was a way of watching a week's worth in about 90 minutes without all the padding it would add immensely to my enjoyment.
The next step is to extend it from just the one stream to cover multiple devices. First, you could use responsive design to match the content to the screen, allowing you to choose big wide movie-style views for the living room television and much tighter framing on the phone (which also has stereo sound with the dialogue slightly forward for headphones in a potentially noisy environment).
Or you could provide different content to different devices simultaneously. Which is where BT Sport comes in, with its trial of object-based broadcasting on MotoGP coverage. The trial, incidentally, is part-funded by an EU research and innovation fund, in case that sways your referendum vote (either way).