A pervasive display system, including at least one display device for presenting content, is characterized in that the system further includes a content creator being configured to annotate content with contextual presentation goals that specify when, where, and how said content should be presented, a context component being configured to sense and manage context information about humans, objects and/or places as well as about said display devices, and a content distribution and scheduling component being configured to distribute and schedule said content to appropriate display devices of said network on the basis of said annotated contextual presentation goals together with said context information. Furthermore, a method for operating a pervasive display system is disclosed.
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