If one thing shows how much the world has changed it is this.The UK's Five TV station is to start showing Sofia's Diary - a show that Bebo commissioned and shows on its website. This sort of thing highlights the dissolving barriers between digital media and traditional. Marooned in Bali for a week I read the reports of Leeds vs Milwall on the Telegraph website, I listened to Gilles Peterson on the BBC site and I could have watched the Apprentice (after a bit of work on my firefox settings to thwart the IP restrictions). In the classic sense that is all deemed as digital media. Yet essentially I was just accessing traditional media in a different way - and for an advertiser how much does that matter? Someone buying ads in the Telegraph wants to reach the audience that the Telegraph has aggregated - does it matter whether I read the paper or saw it on the website? The key issue is that the message can be delivered in a more impactful way - they could actually use a TV commercial to reach newspaper readers online. This news from the US suggests everyone needs to rethink the definitions of media.