MEGATRENDS AND MEDIA

TRANSFORMATION OF THE MEDIA GARDEN
and the editors are journalists – professionals who experience a lot of
freedom and autonomy to meet the standards and the ethic codex of
their products..
What trends can be expected in the media in the near future? Of course
one can assume that ther is a recovery of the economy that is expected to
be seen also in the media market. More and more print media will appear
as digital. People will get used to using tablets and smart phones. People
will read books and newspapers and will watch television programmes
on these devices. There will be a shift in costs – more expensive and
traditional media will be replaced by less expensive digital platforms.
Also advertising companies and agencies will employ the new digital
platforms. Implementing new trends in the media will need to develop
new methods, new indicators of investment returned back in the media
according to the requirements of the media economy.
The most direct impact of the owner is seen at the extra-media level. The
media are not only a resource of proit but of power. Media owners can
promote the personal political and commercial interests. Only time will
tell us if the transition of the ownership in the ield of media is driven
by proit making or by utilizing the media effects. The transformation of
other factors that have impact on it will show the impact on media the
other factors have.
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