All media that fail to offer an enhanced value exchange will soon become spam. While that may be a bold statement to make, we can easily turn to the traditional models of mass media and see how they are faring in today’s world. Mass media are based on old models of communication. If anyone still doubts this, they only have to look at the aggregate declining audiences and revenues of magazines, newspapers and radio over the last ten years. Television’s threat comes in the form of its ageing process. In the last quarter of 2008, the average age of the TV broadcast primetime viewer was 49, in the same quarter last year it was 51. About 50% of TV viewing is now among the over 50s.