Champagne is simply sparkling wine made in the champagne region of France. Because it can only be made in one small area, there is a rather limited supply. Consumers are willing to pay much more for champagne than sparkling wine from California, which may taste just as good but lacks the same cachet. The lack of resources, i.e., scarcity, drives up prices. Scarcity is at the heart of the media planning and selling equation, and no topic is more relevant given the current trend of multiplatform viewing in media.