In this changing environment, the 'old' in the shape of the corporations voices brands and economic imperatives that dominate offline - is just as likely to affect the 'new' as the 'new' is likely to make life difficult for the 'old'

The death - or at least the decay - of the established mass media has been long predicted. Confronted by the challenge of dynamic new media technologies like cable, satellite and especially internet have seen the erosion of their well established domination of popular consumption habits

1. television plays a pivotal role in our lives as it takes over the majority of peoples free time. It has also take over the traditional value of spending 'family time' together, as they are just watching TV together instead.

2. We watch the programmes we do as they provide entertainment, information and the ability that people can relate to them as they have had similar experiences, or the companies tailor progrmmes to peoples needs.