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Media organizations the world over are currently focusing on the future of their businesses. As audience and viewer attention fragments and the internet fuels a wholly different kind of information consumption there are many siren voices suggesting that traditional media business models are dead, or in some cases on life support. Rising print and distribution costs and flagging advertising are driving even flagship newspapers and magazines to slash their costs, jettison journalists and production staff, and in some cases, go entirely out of business. In Britain, television companies like ITV - once described as having a license to print money - are reconsidering their entire business rationale and, crucially, their future relationship with viewers and consumers. Yet this week the world's largest multimedia news agency, Reuters, unveils what we believe will be the future of news dissemination - not broadcasting, but narrowcasting.

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