Summary

This report discusses the changes taking place within the established and emerging media communication systems. To a large degree, the changes are initiated by technological innovations – new production technology, new information delivery and interaction systems, new consumer devices – but they are also governed by social and economic factors and especially by general changes in the consumers’ use of media. The report identifies the major non-technical driving forces – a key set of concepts and mental models that define and characterize the perception of today’s media channels – that will lead to changes in the media communication systems. It also addresses the possible effects of these trends and changes in a five to ten year perspective. The report identifies seven major trends and prevalent user conceptions that will strongly affect the development of media and media channels during the coming five to ten years. These are: Consumer generated content