In its annual forecast of the global media and entertainment marketplace, PricewaterhouseCoopers notes that “content innovation” – which stems from technologies like DVRs and greater access to broadband channels – will have a significantly lasting effect on how marketers and consumers relate to each other over the next year.

PwC analysts say that the rate of penetration of DVRs, digital television, recordable and rewritable compact discs have attained a level that demands that traditional media channels must substantially adjust their existing business models. The key assertion that PwC makes in its review is that the ability to garner and maintain consumers’ attention will be “the fundamental underpinning of industry success.”

The increased access for media channels that depend on reaching audiences on a more individualized basis – as opposed to mass – make the use of strategic media relations more imperative.

With an ever-widening sea of choices, marketers looking to reach out beyond traditional, linear media choices will need guidance. For media consumers, the need for credible, authoritative voices amid the niche outlets will be greater as well. Media relations specialists who can navigate these new waters will be the ones in demand to help both marketers and programmers find where they intersect with their respective targets.