Without doubt, the adoption of digital media (TV, radio and Internet) has been a huge technological change in the late twentieth and early twenty-first centuries. Digital channels are now undermining conventional commercial viewers. There is an expectation that Web content should be free because it was given away to start with. In the 1960s TV viewers would not have "paid per view"; it has taken 40 years to turn that perception around. However, that does not stop the potential for advertising on the Web which, if you have the right partners, can be highly beneficial.
Media Marketers need to know about new technological issues; discussed in the following sections. Convergence in the Connected Economy This offers three challenges to the advertising industry: other applications besides conventional broadcast entertainment will compete directly for occu- pation of the TV screen. Viewers will be much better able to programme their own television entertainment through interactive applications, with little effort. In addition, convergence will promote the evolution of television as a transactional medium. But, at the moment, the PC is still very much a product for the professional classes and, as such, the majority of homes do not own one. They will in the future.