An overview of current trends in media. Six main trends are identified: 1) fragmentation, resulting from an explosion of supply against a constant demand; 2) healthy consumer spending across all media but based increasingly on relevance and ability to control; 3) increase in commercial messages matched by increased resistance; 4) wide adoption of new media technology; 5) consumers' increasing need to manage their limited supply of time and energy, which means that they want different kinds of media service delivery in different situations; 6) media businesses are re-inventing themselves as service businesses with content at the core.
Media Trends For 2006: Consumers in Charge
David FletcherMediaLab at Mediaedge:cia
Even the most fundamental change rarely happens overnight – indeed the biggest changes are often irreversible because they have crept up announced. So every now and again it pays to sit up and give attention to how far the world around us has evolved.
The following are our big six themes.
1 A NIAGARA OF SUPPLY BUT A PINT GLASS OF DEMAND
The total volume of traditional media consumption – viewing, reading, listening – remains broadly constant when measured across the last decade. But against this there has...
