Multimedia, like the word multitasking, refers to the ability of one entity to simultaneously perform multiple tasks. For instance, in the US, the Republican Party has taken over all forms of communication and presents them instantaneously, and in fact, omnipotently, on 4 cable news channels thereby efficiently increasing the brainwashing of the masses in quarter time.
The phenomenon of multimedia isn't limited to cable. It has also been utilized to great effect on radio stations across the globe. This explains why there are only 12 songs played in a loop 24/7. This is their idea of "multimedia". 12 songs by one group.