In this context, the traditional cultures should not be forgotten, but seen as a valuable and enriching source. Ways and means should be found to preserve them and bring them into the Cyber Age. Ladies and Gentlemen, Technological convergence between broadcasting, computing and telecommunications has resulted in new ways of disseminating information. Both are leading to the creation and supply of new kinds of television services and on-line services. The need for more content to feed the increasing number of delivery platforms and channels has become a distinctive feature of the digital environment, and clearly creates an opportunity for the content industry.
Measures are, however, necessary to ensure the diversity and quality of the services.
When the world wide web was introduced during the first half of 90's no one could foresee the forthcoming explosive growth of this medium. New applications will with great certainty have a profound impact on patterns of cultural consumption. The consolidation and centralisation of ownership of media and telecommunications companies was a characteristic throughout the 90 s. The key words were alliances and mergers. Also tendencies of vertical integration are emerging in the market.