THIRTY years ago, television and newspapers were the most powerful media around, so powerful that investments magnates and business conglomerates would want to own and run their own media outfit. Decades ago, owning a television station or publishing a newspaper translates to power. It is also a very good source of revenue as Americans are known to have the constant hunger for information. Running a television network or publishing a newspaper that time seemed a passport to becoming a kingmaker in an environment where politics is of high regard. What makes them powerful is the fact that politicians (or any public figure at that) would always want to take the center stage or have the camera beamed on them over what they deem as plus point for them. Media outfits were literally made into a medium for the publicity, in the same manner that those media entities also serve as a means to demolish potential political rivals. Under these circumstances, media outfit bosses become extremely endeared and close to politicians in power, a power that transcends to people in media. Changing Times For many years, media was limited to the television, the radio and the newspaper --- but not until the evolution of the Information Technology, which introduced new mediums. In the inception of IT brought about many changes. In fact, it was the IT that sent the corporate media people to press the panic button as more and more Americans are veering away from the conventional media and are shifting to the direction of the newest baby, which is the IT. Aside from getting less people watching TV or buying copies of the newspapers, their finances also showed that even their sponsors and advertisers are getting fewer as reflected in lower advertising turn-out. Three-in-One The radical decline in their viewers, readers and advertisers could be traced to the fact that almost everything that the TV, radio and newspapers could offer could be found in the internet, using IT applications. As a result, local television networks and even the newspaper publishing companies took drastic steps, which include re-formatting of their programs and diving advertising rates through promotional packages, if only to qualify in what appears to be the battle for the best and the most effective, if the not the widest-reaching medium. More over, the availability of all bits of information has threatened the traditional media, which compelled them to make use of the internet instead of â€going against the currentâ€. In fact, there are already television networks and newspaper houses that have their website portal and online editions. Can’t Live Without Independent studies conducted in the United States show 82 percent of the American families actually own a personal computer that is hooked up with an Internet service facility. Of the remaining percentage, majority are adept with the use of Internet. The Internet facility is so multi-faceted that its usage has become so crucial to the modern-day American families. The Internet facility serves to the needs of being a communication access, document transporter, chatting facility, a wide range of newspaper, a magazine, radio, movie house, shopping center, a business forum, among the long list of its functions --- not to mention the adrenalin that the younger people are getting every time they battle for the best score insofar as Internet gaming is concerned. GP
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