There is now doubt that social networks like MySpace are seen as the latest online phenomenon, but what used to be called community applications are nothing new. YouTube has also captured considerable media coverage, although most media execs seem unsure what to make of this trend in user contributed content, much of which is still highly derivative of, or simply taken from, mainstream media. It would be a mistake to compare their amateur offerings unfavourably to professional productions and conclude that they are an irrelevance. In practice, for some communities at least, such self-published pieces are attracting increasingly more of their attention, further eroding conventional linear television viewing. New media forms always displace rather than replace traditional media forms and tend to give more choice, convenience and control to consumers. The urgent issue for traditional broadcasters is how to respond and remain relevant.