Since media coverage of the high court already focuses on the trite at the expense of the court's majesty, it makes sense to remove the media filter.

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Communications pros now have the creative capacity and a range of publicly accessible media platforms to deliver content directly to end audiences, bypassing the media filter altogether.

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Provide tools that let media consumers filter and search to their own desires.

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My experience with video through CollegeHumor had taught me that hosting user-generated content without a filter would lead to inevitable legal trouble with the big media companies.

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Eventually, however, wider awareness enables some processes to be radically transformed for the better. (For more about this, see the big idea on Social Media and Business Process Transformation at CITO Research.) Note that an intelligent activity stream filter is key to making this work, and we do not have one yet.

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The post on the official Google blog announcing the new extension, written by search czar Matt Cutts, would seem to give the lie to a claim by Demand Media CEO Richard Rosenblatt that his company is not among the spam purveyors that Google is trying to filter out.

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