Culture and entertainment are becoming more and more digitalised and the forms of media are converging. Storage devices are losing their importance and becoming dispensable. The media has allowed users to be more flexible and limitations such as time and place play an insignificant role. With the increasing amount of information on offer, personalised media will be more meaningful for the future.
Users expect interactive media that allows them to navigate, quickly and easily to the media of one’s choice. Spectators become participants and are able to contribute their own opinions. The development of media and technology has created a new platform where music and movies can be exchanged.
The digitalisation of media will have a huge impact on the entertainment industry as formats and business models will have to change and adapt to the new demand. Many issues will arise such as copyright and legal matters. The entertainment industry will need to find ways to protect artists and their creative property. Also traditional forms of media such as newspapers,
magazines, radio and television need to find new, profitable ways of adapting to the new industry changes. Media concepts need to cover numerous media formats from the beginning in order to justify high editorial expenditures and production costs.