Link and summary by Okuhle Dotwana
New digital technologies have enabled media companies to explore various distribution channels and presented them with the opportunity to be creative with their content. This is good news and bad news for media companies. Now, they have to find ways to thrive in an environment where there are increased competitors (e.g. readers now have access to global newspapers as well, thanks to the Internet) and media consumers have shorter attention spans (e.g. when viewing a certain programme on YouTube, they can be distracted by other interesting videos in the sidebar, whereas when watching TV there aren’t as many distractions).