"The spread of digital technology has accelerated the pace of change in the media and marketing sectors over the past 10 years and will continue to drive change over the next 10 years and beyond. Consumers are always willing to try new technology, rejecting it quickly if it doesn't offer the right value and functionality and embracing it if it does.
The theory that different forms of media are locked in a death roll is popular, but wrong. TV did not kill radio. DVDs did not kill the cinemas. The internet has not killed TV, newspapers or radio or cinemas, all of which are using digital technology to defend themselves and – they hope – draw new users...
People do not value or enjoy media and entertainment content less than they did 60 years ago. But the emergence of more media – including media that gives people a way to share their views about companies and brands, and create their own content – has made them more discerning, demanding, and price-sensitive. Whatever else happens over the next 60 years, that empowerment will not go away."
- 'Crystal Ball in a Digital World, Neil Shoebridge, marketing and media editor, The Australian Financial Review, Tuesday 16 August 2011
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