Convergence of media technologies and the resulting impact on the business models of how what we know today as "Media" and "content" is produced, marketed, distributed and consumed. The raising internet ' mind share ' in developed world countries with high internet penetration is showing how the 'old media' namely TV and Print is loosing ground to the 'new', Internet based media and new channels like gaming. This process is going to take a while and the generations of new citizens are already raised with entirely new habits and expectations, fully imersed in the digital culture of the future...