The scope of the change taking place is so great, we have to question everything, understand how it affects every aspect of marketing communications, and experiment with the new ways of communicating that technology has made possible. These are electrifying times for consumers of all ages, who are discovering new devices and applications every day – many of them free – that give them anytime/ anywhere access to the media while letting them generate content themselves. These are bewildering – and stimulating – times for those in telecommunications, broadcasting, and communication.