In our ever growing world of technology, and communication, people are constantly looking for new and easier ways to use expression and become closer to the world around us. Before the computer and the internet became a common staple in the American household, people used technology such as television, newspapers, magazines, telephones, and radios (now commonly referred to as "traditional media") to communicate. Since traditional media in our society is old and aging, the new wave of communication and expressing ourselves is through various forms of Digital Media. The definition of Digital Media in a nut shell is broad, it encompasses many sectors and sub-sectors such as content (text, sound, images, "animated images" and video), platforms, software and technologies. Overall, it represents the convergence between traditional media and the growing online media segment, with the related telecommunications and information technology enablers.
Essentially, Digital Media is about content creation, content management and content distribution across multiple Internet and digitally-enabled platforms such as the PC, television, games console, mobile and other devices, as well as packaged media such as Interactive CD-Rom's or DVD"s. Essentially it is the center of all these related mediums and it represents the communicator for all of them. .
For todays suppliers, the key to digital media is creation of content for multi-platform distribution, enabling them to reach different consumer segments. So basically someone that works with Digital Media through Interactive software has the same kind of options as an internet based consumer. On the reverse-side, this vastly increased range of options is making it harder for brands and products to be identified in their markets. This is because the technology and Digital Media itself is growing at a rate so fast that many consumers don't even know how most products or services differ.