Media Companies Losing Youth?

Marketwatch: The digital natives are restless. British youth who have grown up with the internet aren’t happy with traditional media. They are cutting their use of television and radio and spending more time online visiting social networking sites like MySpace and blogs. When they do watch TV or listen to radio, they split their viewing among numerous digital stations. And they increasingly skip ads entirely through the use of digital video recorders. The data also show that the elders are joining in the rebellion, albeit at a slower pace. So how are media groups — and financial groups — planning to pacify the natives?

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