Traditional media landscape is going through the substantial transformation of the way viewers and listeners access and consume media content. The switch from analogue to digital broadcasting, the growth of broadband access to the internet, and the development of new platforms are all giving consumers a far greater choice over what, when and where they listen, watch or read. New markets are opening up not just for broadcasters, but for empowered consumers as well, for they are no longer forced to accept the limited range of media content, offered by a limited number of broadcasters at a particular time. At the same time, these changes create new challenges for the creative industries, encouraging consumers and broadcasters to further spread creativity and knowledge. New challenges are being posed by technological developments that are entering the market. It could be said that the reproduction and dissemination of creative content has come to a new life thanks to recent technological developments. New technologies also made possible the establishment of personal media - deinstitutionalized, decentralized and completely tailored for one user's needs, expectations and lifestyle. All these changes will irreversibly change media industry, production and distribution of media content, but also the way we think, study and try to reach audience of the new millennium.