The promise of big-time, cross-platform media deals has always started with television. But the reality was that TV needed a partner in crime to make cross-platform deals take off. In the late '90s, when these deals were often discussed, other media might have contended to be TV's chief wingman -- cable TV, syndicated TV, local TV, or maybe radio, print, outdoor, or out of home. But few of these individual media platforms stood out from the crowd. Now, it seems the widest form of cross-platform media deals now comes with just two platforms: TV and the Internet.