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I think that here there is another BIG misunderstanding with regard to electronic literature. That "electronic literature" will be text with some video inside. This is not electronic literature and this is not multimedia, this is "text with some video inside".
I'll try to make some example: I have build three EPUB3 in last two year. One is a reflow ebook with media overlay: a man record his phone calls to political figures and transcribes it. The EPUB allow to read the transcription and listen the original phone call. The second EPUB3 is a avant-garde novel that changes his chapters contents every month, like a ever changing book. The last EPUB3 is a electronic poetry book, with lyrics hidden, changing in time, moving in space according to reader touches.
So: no video at all.
EPUB3 is not only multimedia and the axiom "EPUB3=video" has impoverished the true potential of the format and made to believe that doing EPUB3 is economically unsustainable.
And, talking about APP, there are a lot of Apps that use electronic literature and have no video or multimedia at all: see Lifeline, or Alexandria. Some of those application had a good answer from readers, and could be ebooks instead Apps
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