Marathon: triumph of commitment and stamina! Really? Even if it doesn’t mean anything else than sitting in front of the screen watching a single TV series for many hours? Anyway, checking today’s TV guide you may encounter many “media marathon” programmes. But with on-demand viewing and online streaming series the fans are not doomed to hunting TV programs anymore. People can watch their favorite actors, series, or genres anywhere and anytime they want. Let’s call this phenomenon rather “binge-watch” then Marathon from this point. In an indirect way, binge triggered some changes what might turn into earthquake like phenomena. Why should someone choose a cable bundle full of channels, which likely will never be watched? One thing for sure, consumer demands tend to favor much more of a pick-and-choose style of content delivery. And if so, TV advertising is changing in no time also.