john battelle with us for the hour. any report says the shift to mobile has been dramatic and it could turn the media business upside down. we look at the numbers next. ♪ >> welcome back to "bloomberg west." i am emily chang. mobile is the new goto place to consume content. more than half of the time americans spend consuming digital media is now done through mobile apps and 60% was spent on smart phones and tablets rather than desktop computers, up from 50% one year ago. what kind of challenges that this brain to traditional media? john battelle, you have put a lot of thought into this over the years. over the last year in particular, what is the biggest challenge that has emerged when it comes to building a media company people a want to consume -- actually want to consume? >> first of all, their extraordinary complexity to the media companies. you have to think not just about one or two distribution channels, but 10 or 20, not just mobile distributional, but apple, android -- 10 different flavors of android, cross-se

john battelle of newco with us.ver the last year in particular, what is the biggest challenge that has emerged when it comes to building a media company that people want to consume? >> first of all, there is an extraordinary complexity to the media environment now. if you are an entrepreneur creating a media company, you have to think not just about one or two distribution channels. you have to think about 10 or 20. not just mobile distributional, but apple, android, 10 different flavors of android, cross-section section with so many different devices. how are you going to present on different pieces of glass, as small as a watch and large is a big tablet, and even now television? complexity means cost. cost and the economics of the media business are thin. secondly is form. what we have really managed to do is lose the concept of form. a thing, a media object, a complete object has been lost. is said, it is a stream. streams are great for dipping in and out of, but streams do not create an experience and brand. >>

in burkhardt to move his hand with the power of thought doctors neuroscientists and engineers from battell were able to implement cutting edge technology by installing a chip directly into ian's brain dr allie resume and stalled the chip in the area of the brain that controls the movement of the hand engineers at patel develop software algorithms and a sleeve which transmits thoughts and neurons from the brain directly into the arm in less than a tenth of a second the signals are then taken from the chip and bypass the injury in the spinal cord linking the signals directly to the muscles in the arm other technologies used in the past have been robotics exoskeletons or computers to move muscles but this is the first using just the power of thought pretty cool and that does it for now for more on the stories we just cover go to you tube dot com forward slash r t america and check out our web site r t dot com forward slash usa you can also follow me on twitter at manila chan thanks for watching have a great night. did you know the price is the only industry specifically mentioned in the const