The impact of the change is Information Media and Internet is the age of Participation. Readers are not passive recipients of news, but participate in the process. You decide, which is the media? The TV channel or newspaper? Or the SMS platform? Or the web, forums, blogs & social networking!

The print media is yet to make up its mind whether to compete or cooperate with the new challenger - The Internet & the Blogs! Print journalism players have a Web presence, that is mostly the result of a domino effect rather than a carefully thought out strategy. Sadly, the egoist attitude of the editorials always think their domains as 'own territory' but unfortunately, no more on the web. Here rules the righteousness. With Internet gaining popularity, the dynamics of readership changes. The fundamental principles of captive audiences changes. The Internet changed the way commerce and business functions. There lies the real challenge for the media to compete. Many of them remain content cum distribution centric activities with rising expenses, no marketing gains except the politicial triggered liasons!