New entertainment and media forms such as the internet and interactive games are expected to grow at more than twice the rate of traditional mainstream media in the next five years, providing a new generation of platforms for content. While much attention will be focused, later this year, on what changes the federal government will pursue in terms of media ownership laws, those changes will take effect in a new and very different technological landscape from the one we have today.
On Tuesday senior media adviser with PricewaterhouseCoopers Matthew Liebmann told a conference in Sydney that traditional media such as magazines, newspapers and radio would grow at rates of between about three and five per cent up until 2009. By comparison interactive games and internet usage will grow at about 16 per cent, on a compounded basis, creating a whole new range of ways to advertise.
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