“Internet media companies will need more than just content and traditional distribution to attract the audience of the next generation. They need the tools and platforms to arm their audiences — ultimately the viewers/readers in charge of finding and promoting the talent from within their own ranks – so they can distribute the content through their social networks, blogs and connected links on the Web.
…New media companies, like Fox Interactive, may need a bunch of tools, like instant messaging and voIP to get the people chatting amongst themselves and to get the buzz going about a particular piece of music or home-grown documentary that’s worth getting excited about. The new media networks will need blogs-and-podcasting-hosting services. ….The new media networks might even need online publication aggregators, photo, video and media organizers, a search engine, a music subscription service, etc. ”
— Bambi Francisco, Marketwatch