the online age has effected the mass medi market greatly
obviously the global companies like tie warner will still have a lot of power and control however
DIGITAL MEDIA makes a lot of money because

WIKINOMICS

According to Tapscott, Wikinomics is based on four ideas: Openness, Peering, Sharing, and Acting Globally. The use of mass collaboration in a business environment, in recent history, can be seen as an extension of the trend in business to outsource: externalize formerly internal business functions to other business entities. The difference however is that instead of an organized business body brought into being specifically for a unique function, mass collaboration relies on free individual agents to come together and cooperate to improve a given operation or solve a problem. This kind of outsourcing is also referred to as crowdsourcing, to reflect this difference. This can be incentivized by a reward system, though it is not required.
http://www.wikinomics.com/blog


QUOTES ABOUT WIKINOMICS 

Eric Schmidt, the CEO of Google says that “Don Tapscott and Anthony Williams’ insights about the power of collaborative innovation and open systems, and their call to ‘reboot’ our institutions—business, education, media, government—haven’t come a minute too soon. Macrowikinomics inspires by chronicling these path breaking developments and pointing the way forward for all of us.”

THE INFINITE SHOP WINDOW

This post is focusing on the long tail theory that was made popular as a concept describing the current nature of distribution in the media industry by Chris Anderson. This guy ...

He wrote an article for this magazine ...

about this ...

welll more like this ...

but the ideas are the same . 

It's called the long tail theory and it is about 'selling less of more'

replacing majority popularity of one mass market by spreading distribution to lots of niche markets 

the distribution graph looks like it has a 'long tail' because consumers are spread int many many different markets . This can be seen coming into play in television distribution where due to cable and satellite television, youtube and other video hosting sites people are watching a wider variety of programmes, videos and even making there own 'user generated content' which is watched by others.