Entertainment and service industries all require popularity as well as creativity to service television cannot service without ratings. newspaper without audited circulasion figures, publishing without bestseller lists. Most such industries operate with a combination of audience measurement (to minimize risk by investing further in what's liked) (offering choice to consumers whose preferences cannot be known for sure in advance). Lately, as the copyright and content industries have shifted from broadcast(mass passive) to interactive(customized) repertoirective forms, the plebiscite itself has become a feature of the entertainment package it has shifted from industry tool to creative content. Similarly, in line with longer-term changes, content itself has evolved The drift from author or text as the source of meaning to readers and audiences has its equivalent in a drift beyond content based on authorial intent(art) or textual realism(the novel. the news)to content based on consumers themselves. Since consumers are too numerous to represent consumers directly their input has to be edited, giving rise to a new creative form that Greative ve called redaction. Redaction editing is the production of new meanings from existing materials(Hartley 2003: see also part III). Creative industries are at the cutting edge of this process: finding ways to repre