When we last discussed the evolving role and nature of content in the MediaTech industry there was a concession of sorts (by me) that the content king might have slipped a notch to tech's senior partner. Then we had Super Bowl Sunday. And content was king once again, for a day.

There's nothing like a quick jump across the pond to remind you how small the world -- that is, our world of media -- actually is. And how quickly it's changing. I've just returned from London, where I spent last week meeting with media execs, data miners, and entrepreneurs. The trip was my third in the past year, and like my previous visits, an invigorating and eye-opening experience. I found a city and a media sector exploding with opportunities.

Stu Rodnick, Managing Director of Three Screen Nation, is a media expert in all video platforms. His work for AOL in the early years has given him a unique perspective on how media is evolving and how the changing landscape affects viewership, usage and adoption.

Why do we continue to ignore the fact that Super Bowl commercials have become de facto content here?More importantly, why can't there be more of a commitment to harness the power of this content during any other time of the year? Yes, this is a unique audience situation that is unable to be duplicated at any other point of the year. And sure, creating buzzworthy advertising content is expensive. But so is lackluster content that is skipped.

Previously, we broke down and defined all the different varieties of Set-Top Boxes -- those that can provide data and those that can't. This week we continue with the basics, defining the terms Clickstream Data (which exists in many areas of the tuning environment and Keystream Data (which is clickstream data specific to the remote). These data sources are the wellspring of all datapoints and can help form the basis of the measurement metrics, depending on which and how granular the data they can deliver.

There's something about the Super Bowl that brings out the underdog in all of us. It even makes some of us want to make a bold, disruptive proclamation -- and today is as good a time as any. Certainly, it wouldn't be the first time disruptive predictions surrounded the "Big Game." It all started with Joe Namath's brazen 1969 pre-announcement, claiming with utter certainty that his lowly AFL Jets would defeat the storied NFL, and their equally storied Colts.

Last week I had lunch with a colleague for whom I have the highest level of professional respect. Before the iced teas were even delivered, he mentioned that we were going to have a bit of a debate over something I wrote, right here on the TV Board. He didn't want to defend "Skins" or minimize the importance of business models. It was worse. He questioned what I thought was an unquestionable premise -- that content was, is, and will remain The King.

President Obama's State of the Union address last week gave a big shout-out to entrepreneurs and innovation. As someone who served in Washington and has been an entrepreneur ever since -- minus a brief stint with a large media company -- I found that his message really resonated and was an important acknowledgment of the contribution we entrepreneurs have made and will continue to make in revitalizing our economy. There is something I've come to think of as the Entrepreneur's Creed, which has helped me to navigate some fairly choppy waters. Here it is, for your edification and amusement:

Here's an American reality for you: We expect commercialization. Sponsorships make the wheels go 'round (just ask NASCAR). We're OK with this, as long as you leave certain sacred cows out of it. Elected officials would have to head that list. But I submit to you this: perhaps it's time to end this separation of consumer and state. I'm not suggesting out-and-out sponsorship of politicians. No, let's just leave that behind the invisible curtain of lobbyists. It doesn't have to be all that overt, nor should it line the pockets of the politicians themselves. What it would do is allow …

It was my intention today to provide a rationale for the "convergence" (there's that word again) of the key elements of direct-to-consumer marketing with today's fully functional, data-driven digital platforms. But I'm not going to do that. Instead, consistent with my belief that we toil happily in the MediaTech business, where devices are key, but content is king, I happened to run into some content that gives even a fully clothed emperor a bad name.