TV evolution: The war for the start screen | VentureBeat | Media | by Tom Cheredar (click for full article) by Sean Knapp - Nov. 30, 2013 -- In the 1980's, about the time Ferris Bueller took his famous day off, a war was first waged that has resurfaced in new forms ever since. No blood has been shed, but billions have been spent by factions vying for one prize: to be the first thing people see when they fire up their PCs, smartphones and tablets. Now that war has reached TVs. Media fragmentation and the growth of cord cutters, cord shavers and younger "cord nevers" are making TV one of the most hotly contested theaters of The War for the Start Screen. The victors will be those that "own" the viewing experience from the moment the power button is switched on. Their spoils will be riches from the ad revenues, subscriptions and transactions flowing from viewer "ownership." The stakes are high, and there will be blood. Control of the screen is a sophisticated play requiring good timing, deep pockets, the right content and the ability to deliver the best viewing experience. At stake is a whopping share of the $150+ billion-a-year broadcast TV industry.