The explosion in media types and the amount and variety of content available has created thousands, even millions of niche media tastes. Media consumers today are faced with a mind-boggling array of content to choose from. Their challenge is not finding news and information, but finding news and information that fits their needs and lifestyles.

In 2009, digital experienced some major changes -- the rise of Twitter, the fall of the economy, shifting and shrinking budgets, an explosion of new technologies – and 2010 is shaping up to be just as dynamic as we deal with WC 2010 as well. Look at some of the other things South Africans have dealt with over the past 12-month period: xenophobia, swine flu, Caster Semanye, Bafana’s new coach appointed just before the World Cup kick-off, and now Ras Dumisani humiliating a nation with his stoned rasta rendition of our beloved anthem. So there has been huge excitement in our “real” and “virtual” lives!

There is a peculiar notion going round that online developments are very quickly going to make print media redundant – which is, of course, complete nonsense.