" The disruptive innovation that poses the biggest threat to local media companies isn't multiple platforms for content distribution; it's the triumph of personal technology over mass technology. In this light, betting the ranch on an on-demand strategy is a pure and insane form of denial.
(snip)

A whole new world is growing up around us that doesn't give a hoot about us or our dilemmas. Energized by discontent with institutional media, very low barriers to entry, the simple joy of creating media, a profound sense of community, a deep weariness with hyperbole, and many other forces, people are taking matters into their own hands and having a ball doing it. The younger people are, the more they're involved in this."

--Terry Heaton, Pomo Blog, writing on media strategy and media/consumer shift (take a look--terrifically articulate essay.)