Teenagers are now much more inclined to head straight from the front door to the internet and log on to MySpace, YouTube or Bebo.
While this is unlikely to come as a surprise if you are under the age of 21, traditional media groups in the UK have, on the whole, not been prepared for these changes.
Although many are offering internet services, they are viewing these as sidelines and not potentially dominant revenue streams. They need to think more creatively and use the capabililty of the internet to provide new activities to consumers outside their traditional offering.
With TV shows which peak north of five million nowadays being considered a success, the challenges faced by television broadcasters are now greater than ever.
It’s been a long time coming, but at last mainstream media has woken up to ensure that Generation Y doesn’t get bored of TV altogether in favour of the latest must-have video iPod, games console or file-sharing website?