Redefining Relationships

With development of the internet and other computer-based media, however, the idea of a one-way flow of information as dominant or even desirable has broken down. News organisations have been experimenting with the idea of interactivity for more than a decade; with the emergence of the World Wide Web, they have begun aggressively exploring and developing ’interactive’ on-line services. The reason is simple. News executives believe such services will become increasingly important to the bottom line and perhaps a threat to their traditional print or broadcast products.2