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Rupert Murdoch commented in a recent speech called “Creative Destruction: News for the 21st Century,” that "technology will continue to destroy all of the old ways and old assumptions, especially in the media.

“We have one certainty – we can never be sure where the industry will end up. It is true that technology is changing accepted ways of doing business. It’s making us work harder for our customers.”

Concerning the company Murdoch runs, he said that technology is immersed throughout the entire News Corp. (NYSE:NWS-A) media empire; from the Internet to the printed news page.

Murdoch sees the media of the future being built from the bottom up, rather than top down, and the generations ahead will be able to shape the content by their personal desires.

“Unlike traditional media, choices in the future will be generated from the bottom up, not top-down,” Murdoch said. “A 13-year-old girl in Delhi is not going to want the same news and entertainment as a 50-year-old executive in Chicago … Our challenge is to personalize the experience for these people so we can reach them both.”
 
Because people will have access to the type of media they want when they want it, media companies will have to diversify if they want to survive. He said that was one of the key motivators behind the MySpace acquisition.