The Man Behind mUmbrella: Tim Burrowes – A Digital Perspective
Tim Burrowes – the founder of mUmbrella – was kind enough to offer his digital perspective this week.
What’s the biggest change you’ve seen in the digital media industry over the past 12 months?
Funnily enough, it’s the apparent collapse of the traditional models, particularly for newspapers and TV. Faced with the combination of the economic roadcrash and the shifting that comes when a new medium arrives, they are finally beginning to face the realities that they are going to have to engage with digital media, not hope it goes away like it conveniently did last time round after the dotcom crash.
But I’m not, by the way in the camp that thinks all papers are going to die. But just like the radio players eventually got their heads round TV 50 years ago, we’ll see the big media players really join the digital battleground.
