here is excitement in the world of media. Media brands have traditionally talked to their readers and viewers. Now the target audience is beginning to talk back. And while the signs in India are scattered, the West is breathlessly discussing over the past year whether media, as we know it, is on the verge of a cataclysmic change.

'Participatory media', 'Collaborative reporting', 'Citizen journalism' or simply 'We media' are some of the terms floating about. The sum of it all? That power is gradually moving from the hands of the media publisher to the consumers of media. ... more