Searching for success in the interactive age

Mermigas, Diane
January 2006
Hollywood Reporter -- International Edition;1/17/2006, Vol. 392 Issue 36, p21
The article focuses on the views of the author on issues related to mass media. Flooding the market with downloads of existing content and breaking up media conglomerates is no way to nurture a digital broadband revolution. Such knee-jerk responses by established media companies to unprecedented technology-driven changes in their business must soon give way to a more thoughtful harnessing of the shifting dynamics and demands of interactivity. Such major content players as CBS Broadcasting Inc., Viacom, NBC Universal Inc., Walt Disney Co. and News Corp. Ltd. have climbed aboard the on-demand bandwagon the past year in a grab for new digital revenue.


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