Largely referencing video art form the 1980’s, Cubitt explores the problematics in the viewer relationship with video through looking at video's relationship to other mediums, it’s materiality and utilizing theory. Cubitt looks at similar and contrasting forms of viewership that emerge from the properties that television and video share. The materiality of video is brought into the chapter through an exploration of the text and pretext within a video, notions of time, and incompleteness. And Cubitt utilizes theoretical ideas within semiotics, syntagmatic organization, shifting approaches to narrative, music and sound within video, ideas of authorship and the “original, ” to explore how these things take part in generating meaning and affecting viewer relations to video.