When a new media has arrived, the existing channels are always threatened. Cinema threatened theatre, television gave the movie moguls the heebie jeebies, radio was on its way out, and the internet would be the death knell for everything. But theatre fed the cinema, which made the actors more famous then more people wanted to see them live. Television became a huge source of income for cinema, as films took centre stage in key schedules to attract viewers and advertisers. 

Social media channels have enhanced and revitalised the live television experience. People are joining in the conversation during the Apprentice, Britiain's Got Talent, and while Manchester United were given a lesson on how to play keepy bally. Hash tagging, competitions, tagging, photo uploads, comments, criticism and much more now happens around programmes and events. In fact social media is making programmes events, as viewers watch live to avoid finding out what happens.

Television advertising has discovered Facebook, and brands have realised that it is easier for the viewers to find in FB than remember an address - or even use Google. 

Radio is using mobile devices to send their content across the world, so you can pick up your local news wherever you are, and newspapers are finding their way to create value in their content on line.

So as in the past, media channels feed each other, and the winners are the ones there first.