The world as we know it is evolving at the speed of light. A few years back it was just about mobile communications, with no additional features. These days you can't talk to a 13 year old, who will not teach you a thing or two with your gadgets. Whilst the older generation use these tool for mere convinience restricted to communication. Gadgets are evolving and impacting on social behaviour changes. The recent launch of kindle and just weeks back the iPad, is proof of how new media takes on the battle to tradional media "head on" on a daily basis. Traditional media houses are still in the denial phase, a consequence of lack of creative and innovation. The benefit of this ignorance in referrence to South Africa is strongly related to social dynamics of the country, and this allows media owners the ability to learn from their overseas counterparts and prepares for a response to challenges from new media developments. Though the impact of kindle has not hit the country yet, we have the benefit of comparing both the Ipad to kindle and prepare our response given the insights and learnings.

One thing that tradional media houses need to be caution of, is that the new reader is evolving with the world trends. Something that perhaps can be attributed to a decrease in circulation, viewership and listenership. There has certainly come a point at which the medium fails to reach critical mass. Developments such as PVR, paid for tv channels,ipods, iphones and games developments just to name a few, are slowly impacting on consumption of media. This has dire consequences on the industry as a whole. Top access any information, one this days only need a cellphone. ICASA is also churning out licences, both radio and tv and it will not be long until the impact of new media which is currently hitting press impacts on radio and tv stations. The old content that we have to succumb to with endless repeats episodes, will soon come to an end.

Those that will be innovative in these trivial times will wither the storm of digital migration, and will do well to position themselves in that space given that from South African context time is on our side for now. The survival of traditional media is based on partnerships with new media, as opposed to writing it off as a NO THREAT. Gone are the days when we could compare readership,listenership and vierwership from just traditional competitors. Digital migration has become a player in medium consumption.