Media companies are at a crossroads: join the digital evolution of
the so-called cloud computing or - almost certainly - disappear.
Cloud computing seems to be hype, a buzzword like so many in the
world of technology and new media.
Although cloud computing is service oriented, the reality is that
it comprises a fundamental change, a revolution that compares with
the rise of the PC. Companies will have to move in time if they
want to survive. The introduction of new technologies by
traditional media companies occurs while the underlying principles
of the IT technologies are changing towards cloud computing.
Conversely, new media companies use cloud computing to explore the
creation of alternative business models. The concurrence of these
circumstances creates stress within the media industry. The
adoption of cloud computing can be a response to the challenges
within the media industry.
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