"Introduction
The purpose of this report is to give clear thought about new technologies impacting media. This report will give a brief ramble through history of technological revolution in media and its impact with focusing on present, providing clear analysis on impact of new technologies in media models. The report will contain several analyses along with graphs, key study and conclusion included. The technology impacting nowadays media obviously went through its development. We can start with something as trivial as written form on papyrus through first letterpress, newspapers, telegraph, radio, telephone, camera, television and tape recorders moving to recent time with internet, camcorder, powerful mobile phones, laptops, tables, e-readers, media player and multimedia televisions. The new media world has arrived. It has quickly spread into every customer segment and started to encroach traditional media All of this and more to get us to recent time, the ‘’Information Age’’ as many academics have said. To the time of internet, the time of online television broadcasting, the time of citizen journalism, the time where people can access the information or verify the information gained with other people or resources.

History
If we have a look back into the history, we can go as far as the hand written scripts occurred. Guttenberg’s letterpress kicked off into brand new era, delivering books and newspapers across the continents, providing people with the ability to educate and inform them via newspapers, books, journals, leaflets or posters. Another significant milestone was passed with the invention of telephone and radio, developing in today’s modern mobile phones with build in cameras, music players and web browsers giving the ability to access the web and news immediately.

Present
The present and the technology we are interacting on daily basis is certainly shaming the media world and its concepts. Nowadays media revolution is the integration of all inventions and conveniences that has been here before, opening gap new horizons and creating endless opportunities to access the information and communicate with each other. The unprecedented speed of digitalization of media is resulting in a significant change of consumer behaviour. (Aris And Bughin, 2009) The quickly changing technology and the way which are information delivered is forcing the television companies and media companies to change their behaviour and thinking as well if they want to be able to compete in this quickly moving media revolution. Looking for new media models, approaching direct contact with consumers and adapting of new technologies into practise are one of the basic rules in case of competitive ability.

Case Study
Television versus Internet
The Internet changed the World. There are no doubts about that. With its early days and the main purpose of using email so the communication could be improved through development to 2.0 version of the web making the web powerful instrument influencing pretty much everyone’s life. If we have a look on the opportunities which Internet gives us, one could be astonished. Communicating with friend from other continents online, with the ability to see each other with almost no delay, massive portions of information served from every corner of the web along with hours of entertainment provided by giants like Youtube, Hullu or others."

The Robert Gordon University, Aberdeen.
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