"If consumers want to watch their media on an iPad, get your media on the iPad. If you look at HMV, which was a big outlet for us, how did they not understand the move that was occurring?
"In the US they call it 'TV everywhere', accessing your content anywhere on any device. People will drive demand in that direction," he says.
Of course, Netflix, Sky and the BBC are already offering the TV everywhere experience in the UK, and although Jordan believes the UK is tracking 12-18 months behind the US, he admits that it's the fragmented nature of our media landscape that makes it more complex.
The challenge for big media organisations is to make that move to multi-platform delivery before they become the metaphorical blacksmith in.
"Digital was seen as an ancillary business but now we are trying to map out the lifespan of an asset from green light to release in all formats. That has the potential to drive big change on how we drive the business," he explains.
But as consumer behaviour changes, the technology architecture is coming under as much pressure as the business models these behaviours are challenging.
"We are coming up against the boundaries of technology and networks," Jordan says, referencing an example from his career in finance. "There are parallels with the trading floor in the stock exchange -- if there is nothing on the screen it is the same as a trading outage.
"There is more awareness of the data ripples when you create a data set," Jordan adds of the opportunities the digitisation of broadcasting is creating.
"People are moving beyond traditional consumption models. Take the EPG, it is like Yahoo with the internet and then along came Google with search. People now just want to get to the asset."
To allow consumers to find their quarry as quickly as possible, broadcasters must ensure that when people search for broadcast material, their terms of reference are not defined by the creator of that content but by the needs and language of the users. Jordan is fascinated with working out how to reveal content when people search for a location or an emotion such as happiness.
"Understanding how you do very sophisticated searching of sentiment and natural language processes are the challenges," Jordan admits.
"YouTube is the second biggest search engine on the web so, just as with Google, there is a perception that 'if it's not on YouTube it doesn't exist', yet the majority of the content on YouTube is non?commercial and non-broadcast."
The technology challenges are not just about meeting consumer demand, and if broadcasting is to fully embrace this wave of change, it will need to change the technology it uses to operate.
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