Can we say that Amazon, Google or Facebook are only Big Tech firms? Amazon operates as an e-commerce company too. Google runs YouTube, the world’s largest OTT. Facebook is used by 2.8 billion people the world over — you get posts from your friends, the news clips, the video clips, the business promoting ads and write-ups. It connects you with family and friends. Facebook Live allows you to broadcast your message. Its WhatsApp brand allows us to share chats, videos and pics. Is it an aggregator? Is it a media giant?

It is to be appreciated that telecommunications, technology and media have converged, and have formed a new eco-system. The spread of internet has facilitated this eco-system.

A media company was so far defined in terms of content. But modern media companies do indulge in e-retailing too. Technology experts have entered into media space. All this has one aim — to keep audiences with them. They seek audiences across the geographies. They may use technology to do so. They have become multi-lingual. They cater to diverse tastes. They design varied formats and use different devices.

Modern media companies do not share much metrics with the advertisers. They just share basic numbers. Their revenue models are either subscription or advertising driven. At times they use hybrid models. Traditional media share detailed metrics with the advertisers. New media companies deal directly with the consumers. A large part of this eco-system remains unregulated and hence offers more creative freedom. It is a melting pot, and is evolving.

The traditional media company is already dead.