DRIVERS OF CHANGE IN THE MEDIA ENVIRONMENT
Five decisive trends are driving changes in the media environment and forcing media companies to change their thinking and operations: media abundance, audience fragmentation and polarization, product portfolio development, the eroding strength of media companies, and a overall power shift in the communications process.Abundance is seen in the dramatic rise in media types and units of media. The growth of media supply is far exceeding the growth of consumption in both temporal and monetary terms....
