New media technologies are rapidly transforming existing mass media. Television for example, is being extended to broadband IP TV, mobile TV, 3G and broadband satellite. The countdown for the switch-over to digital media has started. It seems likely that mass media may not survive for long in the current format.

MyAmazon, MyEbay, MyRadio & MyTV
More than one out of 10 Americans own a portable MP3 player (like iPod). More than 8 out of every 10 European citizen has a mobile phone. (Even lesser developed countries like Brazil can boast of nearly 4 out of 8!) And of course, Personal Computers are ubiquitous, almost de rigeur for Net surfing, chatting & email!

Broadband Internet, video streaming, data services & mobile TV are under various stages of implementation in different parts of the world.

Personal media devices coupled with online technologies gives us access to mass media platforms like music sites, video on demand, DTH satellite TV and customize content - with the added feature of setting as per individual preferences.

And content providers already see multiple options for taking customized content to individual viewers. .

Audience of 'One'
We are in the era of "customer splitting" - across media, across platforms, across brands, ... Naturally, traditional media will be the most affected by this phenomenon. Yet the biggest challenge for media owners is also its biggest opportunity. (As usual!)

New opportunities for innovation is attainable through partnerships for creating new businesses and new revenue models. Partnerships typically with the gaming industry, with telecom & wireless operators and with portals.

In the personalized, customized delivery model, making profits from the “each viewer” will be a strategic objective. And ARPU (Average Revenue Per User), the yardstick of success. Welcome to the age of audience of 'One'.

A typical example of audience of 'One' is the gaming industry which has adapted to online gaming. Role playing games and virtual graphics worlds are getting more "realistic" by the day. And revenue models in online gaming are designed on a per user basis. Including, possibly the advertising !

Indeed, because of the high speed developments, the gaming industry is considered as pace-setter in the field of convergence & innovation.

Mass Media Platforms
On one level, telecom infrastucture is rapidly converting to digital technology, with high bandwidth access. On another parallel level, television networks are on their way to become high speed digital content distribution platforms. In fact, mass media is in the process of transforming into high tech. mass platforms for distributing video, audio, information (news) and finally, data.

All-pervading digtal, "addressable" technology will permit user-preference based (or target-based, depending on the point of view) narrowcasting - which will ride on the (future) high tech. mass media platforms.

Of course piracy, digital rights management remain major issues. But in the age of digital communication, mass media as we know it, may not be around for long.