We are told we are hurtling towards a post-broadcasting world. Such is the enthusiasm now for online delivery that some of those who might be expected to champion the particular characteristics of broadcasting appear determined to disparage it as a medium for fear of feeling old fashioned. It is important to discern the difference between the nature of the medium and the technology of distribution. The ability to connect large numbers of listeners and viewers at one time, however the sounds and images are digitally delivered, is a powerful capability that currently distinguishes broadcasters from other online competitors. Its social and cultural importance should not be underestimated. There is a real strategic risk for public service broadcasters in seeking to compete directly with others offering large catalogues of dramas and documentaries, for which a subscription model seems to work well.