Threads n' granules

Sounds like a great breakfast cereal but it's part of a strategy document I'm working on. It's all about multi-platform media development. I think a lot of places get this whole multi-platform thing wrong. They think that it means develop one item for multiple platforms. I think you have to develop many different items for many different platforms. It sounds onerous but if you build them all from the same source, ye olde threads n' granules, then you are okay.

Here's part of what I'm writing...

Traditional approach to multi-platform meant adapting TV for the web i.e.—distribution of “television-type” video content through media such as the web or gallery screens. The DCL is an evolution of that original idea that goes beyond by recognizing the variety of platforms available to us, the uniqueness of these platforms, and delivering custom content to each of those platforms. The custom content is not a force fit of one format into a different format; rather it is the ground up creation of specific content for specific platforms. Blog content is different from Youtube content, which is different from exhibit content and is different from media b-roll content but they all evolve from the same source media granules and messaging threads. The outputs are multiplied but the work required to feed those outputs is not correspondingly increased because the work is done in parallel.