To push or pull that is the question...

Online media is fundamentally different to the 'old skool' model... think pick 'n mix as opposed to a closed box of Milk Tray

The key word here is choice... there's loads of it... you can pull what you want rather rather than just accept what you're pushed. Terrestrial TV in lounge with Five channels = you have to accept what's being pushed to you. Net TV on the otherhand... you can surf for hours and pull what ever content your heart desires.

Read the article below and look out for the embedded link to another fine piece of prose!