Rupert Murdoch gets it too. Well, maybe.

From Guardian Unlimited...

"Power is moving away from the old elite in our industry - the editors, the chief executives and, let's face it, the proprietors," said Mr Murdoch, having flown into London from New York after celebrating his 75th birthday on Saturday.
Far from mourning its passing, he evangelised about a digital future that would put that power in the hands of those already launching a blog every second, sharing photos and music online and downloading television programmes on demand. "A new generation of media consumers has risen demanding content delivered when they want it, how they want it, and very much as they want it," he said. Indicating he had little desire to slow down despite his advancing years, he told the 603-year-old guild that he was looking forward, not back.

"It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy - not just companies but whole countries."

The owner of Fox News added: "Never has the flow of information and ideas, of hard news and reasoned comment, been more important. The force of our democratic beliefs is a key weapon in the war against religious fanaticism and the terrorism it breeds."

Having now read Murdoch's speech in full, I'm not sure he does get it entirely. He's still convinced that "content is king" and that so long as media companies continue to create attractive content and serve it up in the ways that consumers want then everything will be hunky dory.