Matt Locke is head of New Media Innovation at the BBC and a writer on newmedia. Originally having trained as an artist he was formerly the CreativeDirector of a new media arts organisation in the north of England. In this case study he addresses how new media is constantly creating new oppor-
tunities for users and audiences, and how this will increasingly impact on the way that traditional institutions see their role. In particular, he suggests that new economic models have to be considered by broadcasters, and considers how successful dot.com initiatives such as Amazon and eBay suggest that there are new ways that people can access, and create, cultural products.