Is this the end of Mass Media?

At the Museum of Television & Radio in Beverly Hills, former WB Network CEO and now Generate partner Jordan Levin said Wednesday that “we’re in a transformative media age. We’re seeing the vanishing of mass media… Mass media is being replaced by customized, targeted media….The old adage ‘adapt or die’ has never been more pressing.”

Levin said that with new time- and place-shifting technologies giving consumers many more options for when and how they watch movies and TV shows and listen to music, the industry has to come to grips with the demands of a digitally empowered generation. He cited the recent MTV Networks Web launches as examples; not specifically the wireless versions, but they’re subject to the same market trends.

Levin: Mass Media era ending [Variety]