Mass communication subjects in universities and even in postgraduate programs tend to focus on the old media—print, television, film, and music. But it’s a postmodern world and the nature of mass communication has been altered irrevocably with the advent of the Internet and its myriad features. Old media definitely has place in the world of communications. Yet, as technology progresses and more and more end-users are transformed into content creators, Old media would have to redefine itself and tap into new media to add vitality to the presentation of its content as well as in protecting its bottom line.

The technologies of Web 2.0 has made it possible for Old Media to tap into the very rich and diverse netizens. Even if Old media has tapped the new for financial purposes, they have suffered losses. In fact, a number of Web 1.0 companies have failed in navigating the turbulent waters of the ever-evolving cyberspace.

The transition between two forms of media tends to be difficult and perilous. As such, the floundering Old media need to find means to take advantage of what New media has to offer without necessarily causing their own demise.

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