“The world of electric technology and circuitry then, as involving the audience as workforce, has extraordinary implications. You can see while this development is taking place, while the audience is becoming profoundly involved in making a world of entertainment, the gloom voyeurs stand around classifying the program and providing program ratings of the most unhappy kind. While the audience is about to take over this vast creative act, the gloom voyeurs stand around reading off audience ratings.”

— Marshall McLuhan