The advance of innovative information and communication technologies has triggered a fundamental upheaval in the media industry. The technology is reforming the conventional media model. The media mix will become more varied; interactive and personalised offers are taking root and finding their ideal milieu on the web. Newspapers, radio stations and TV broadcasters will have to reposition themselves if they want to remain attractive in the media industry with the arrival of the Web 2.0. This will include seeking new distribution channels and considering e.g. pay-per-view programming and innovative forms of advertising.