This article by, John Naughton, foresees the end of traditional broadcasting and the rise of a new media ecology. Sounds like a horribly pretentious idea, but it's really an interesting analogy : His idea is that new media innovations destabalise and cause shifts and swings within a constantly shifting landscape - much like the ebb and flow of the natural world. Sounds more involved than it is - which is a basic guide to how the internet is changing the way we consume content.