According to Birkerts, the advent of the internet and new technologies is transforming our entertainment and advertising media. The concept of a global village has been introduced where technology has enhanced media by unifying people into one using complicated and sophisticated press. Therefore, the new mandate in entertainment and advertising media is to provide correct and timely information to clients globally. As media shifts to more improved technology, so as the roles media industries in delivering media contents.
The new digital media is taking much control; unlike the conventional media. This has enhanced the media industry in how advertisement is done and entertainment produced. Thus, Birket's idea of new media is on the spin by advent of new technologies, which calls for advertising and entertainment industries to up their game and focus in target form of media, where consumers are delivered media content of their interest.