McLuhan argued that " in our age and for the first time in history, enter in the collective public mind had become a full time business for many. The current objective of this task is to enter to manipulate, exploit, control the movement of information, which has become by far the largest industry in the world. "
To illustrate this we have to point that only in Spain, in 2009 the digital content industry exceeded 8000 million euros; that from 2003 to 2009 the sector has almost tripled its turnover.
This also affects to sectors such as trade, as in 2009 digital commerce in Spain grew by 16%, which also affects the advertising industry with an increase in online advertising for the same period by 7% and a decrease in conventional advertising by 15%. It seems that in this moment the 50% of the press that is read is already in digital form; about two million people in Spain have a blog and about seven million read them regularly.
All these data seem to indicate where the shots will go in the future, but only make a trend, even if we consider that a large proportion of the population have no internet nor plan to have it, especially the very elderly population.
Talk about the future is one of the fastest ways of making a mistake, even an internet guru like Guy Kawasaki, asked in an interview during his visit to FICOD 2010, maintained that it was impossible to predict the future of the internet to twenty years or even five years, but the data we have now it seems that will continue to develop digital media and it seems that the star project at the moment is the connected TV.
The connected TV is just to have the TV connected to the network; said in this way it seems very easy, but it has a technical complexity and high costs that require a new model of partnerships between operators, as in the case of Spain they are already doing in this direction RTVE and Telefonica.
This new model of Connected-TV seems the short term future, with the birth of new media giants such as might arise from partnerships between the major television channels and the Internet ones, which shows once again how fast is going this media market, as we have just begun to enjoy the DTT and is already outdated, if is not connected.
