“The main cause for disappointment in and for criticism of television is the failure on the part of its critics to view it as a totally new technology which demands different sensory responses. These critics insist on regarding television as merely a degraded form of print technology. Critics of television have failed to realize that the motion pictures they are lionizing—such as “The Knack”, “Hard Day’s Night”, “What’s New Pussycat?”—would prove unacceptable as mass audience films if the audience had not been preconditioned by television commercials to abrupt zooms, elliptical editing, no story lines, flash cuts.”

— Marshall McLuhan