Recently Google CEO (Schmidt) has forecast that the mobile medium will go the way of the Web - more or less free to users but supported by advertising.

Everybody knows today's generation of consumers spend hours everyday on their mobile devices! And mobile phones are slowly becoming a parallel access point to the Internet. Just as the telecom business seems to be gravitating towards free voice calls.

So expecting mobile phones to be made free to consumers who agree to watch ads cannot be so far off!

Consumer Generated Media
Recently, Burger King had successfully got commercials made by amateurs through Heavy.com. (With over 3.5 million surfers downloading the ads within a fortnight, the exercise can be called a success.) Now it looks like this success has inspired other marketing heavyweights.

Three large spenders Alka-Seltzer, Frito-Lay & Chevrolet have asked consumers to help create TV commercials for that mother of American advertising events - The Super Bowl !

Club that with a recent survey by Ipsos MORI which "reveals" that consumers rely more on blogs than ads - and you will see how entrenched "consumer generated content" already is.

Meanwhile, it's business as usual for media - with niche print magazines, television channels and the mobile/online medium continuing to be "in the news".