3. Media Content Changes• Online medium can connect to other types of content easily through hyperlinks and clicks. Eg: Online interactive website.• ‘On-demand’ content becomes popular– consumers make the selection. Eg: ASTRO and You Tube• Digitisation transforms how media organisations distribute their content; available 24 hours on their website• Media content becomes changeable fast; eg., Wikis.• Mash-up of existing media becomes common due to digital editing tools for music and video; eg., parodies of songs by Minecrafters; Oppa Gangnam Style.