Co-evolution of broadcast, Customized and Community-Created Media

The roles of broadcast media and telecommunication media are being redefined as the diffusion of new forms of interactive media progresses. The broadcasting model has clear advantages in rapidly and ubiquitously spreading information and other content to large audiences, and in quickly building brand recognition. However, this synchronous media consumption model is challenged by new technology that promotes more fragmented and asynchronous media usage patterns. For example, digital television receivers and personal video recorders, such as TiVo or Replay, allow flexible local caching and customization of digital media content. Simultaneously, people are gradually taking more active roles in seeking digital information and entertainment, participating in shared virtual environments, and becoming producers of media content. New forms of customized media and group communication enabled by the Internet are fundamentally different compared with traditional mass media communications. There are signs signaling the emergence of more demanding and technologically empowered citizens and media customers. They demand new kinds of media content and services, but the role of traditional media in this process is largely to be defined. Therefore, the media companies are struggling to understand:

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