---
title: "Does Media Still Enthrall?"
date: 2006-01-18
author: "Richard MacManus"
categories:
  - name: "ReadWriteWeb"
    url: "/category/readwriteweb.md"
tags:
  - name: "2006"
    url: "/tag/2006.md"
---

# Does Media Still Enthrall?

Tushar Vyas, from mOne-Group M: “Traditionally, media enthralled people. Today it doesn’t happen – customers are multitasking and fragmented. Today’s customer wants to gain perspective, personalise the experience, get involved and participate. Digital allows this to happen.”

[Quoted by Dina Mehta](https://web.archive.org/web/20080706173150/http://radio.weblogs.com/0121664/2006/01/18.html#a775) at Digital Summit 2006 – Integrating Online into the Traditional Media Mix panel.

Where [enthrall](https://web.archive.org/web/20080706173150/http://www.answers.com/topic/enthrall) = To hold spellbound; captivate; to hold your full attention

I would consider myself enthralled by the Web, but then I’m a bit odd that way 🙂 Normal people use a variety of media – tv, iPods, Xbox, mobile phones, IM, email, etc. Especially Generation Y, those born between 1977 and 1994, who are known to multi-task on all these things and more.

Dina also covered a session called [Why search is Hot, Impact of the Echo Generation](https://web.archive.org/web/20080706173150/http://radio.weblogs.com/0121664/2006/01/18.html#a778) (Gen Y is also known as Echo Generation). She noted:

> “The American teenager is online too, but they are also simultaneously listening to music, reading, chatting on the phone, watching TV – so implications on how to market to those who multi-task. Also, this generation
> 
> Two-three broad trends — looking for affinitiy groups, collective mindset, mass customizaton and expression. They are also highly networked – it is reflected in why people use networking groups, communities, blogs. They are also interconnected, and therefore influenced by what happens within these communities.”

So even though there may be a lack of focus in Gen Y, little to enthrall them, there are a lot of digital, social and creative things that interest them – and opportunities for Internet media to serve that need.

*Originally published on ReadWriteWeb ([archived copy](https://web.archive.org/web/20020204040018/http://www.readwriteweb.com/archives/readwrite_filte_2.php))*