Media producers will find their way through
their current problems only by renegotiating their
relationship with their consumers. Audiences,
empowered by these new technologies, occupying a
space at the intersection between old and new media, are demanding the right to participate within
the culture. Producers who fail to make their peace with this new participatory culture will face declining
goodwill and diminished revenues. The resulting
struggles and compromises will define the public
culture of the future.