The continuing development of digital technology and interconnected digital and global networking are radically transforming media and information markets, cost and value structures, and consumer attitudes and expectations. This is contributing to a shift from a perception of traditional media products as the focus of consumer interest to an interest in content, with the media form of interest only to the degree to which it adds value to media consumption. This suggests a need for media and libraries to shift from thinking of themselves as distributors of specific media (newspaper, radio, TV, books, etc.) to a more generalized provider of access to information. They, as well as emerging cross-media platforms (Internet TV, Mobile TV, Cell TV, etc.) and digital media products, need to focus on not merely on providing valued content, but on identifying and taking advantage of the appropriate content added-value that new products and services bring.