(How technology continues to change the face of the media & content industries.)

There is a fundamental transformation happening in the way in which we consume media, infotainment. The old (one-way) broadcast model is slowly becoming interactive. Traditional media models invited viewers to consume content without any communication. But soon this will change.

Broadband is a reality today. (And the wireless broadband explosion is still to happen.) Hardware processing speeds & storage capacity are no more a limitation. This in a way, is essential for instantly sharing / distributing massive levels of content.

With hardware & bandwidth  no more being limiting factors, we will  be able to respond, re-direct, share, and even create our own content.

Competition is But a Click Away
With all content becoming digital, the world is totally powered by software. And with powerful search, optimization & customization software, each individual can exercise choice (what content, when & how.) Technology has given each of us the power to become aggregators. Making each consumer an 'audience of one'.

Finally, the individual is the most important 'cog in the wheel'. And this is even more so because  competition is just a click away.

There's Nothing Like Too Much Content
Content clutter is a reality today. Never have we as individuals, had to face such a flood of content/information. In a way, this complements the concept of 'audience of one' because with massive levels of clutter, selective aggregation of content becomes a necessity. And perhaps this is "nature's way" to beat the clutter!

However, what is taking shape goes beyond selective aggregation. Led by Google's AdWords Program, publishers are using technology to push paid content selectively to consumers. Relevant commercial messages, targeted accurately seems to be the future roadmap. The sheer relevance will ensure that messages are not "disruptive", resulting in minimizing the clutter.

Internet As the Communication Backbone
With time, it is becoming clear that the Internet's role is more & more as a communication backbone. Be it telecom or television. (Much like a TV broadcast distribution system. Incidentally, portals like AOL are actually attracting surfers with streaming video.)

Communication also builds communities, which is the basis of the phenomenon called blogging. Communication technology is being deployed to make content interactive - in the process, the basic nature of content is changing!

Communications enables online transactions. And in due course, online transactions will transcend the web-site to include links embedded in sponsored messages served to online as well as offline consumers.