Old Media’s Options: Co-opt New Media, Take Its Lead—Or Both at Jake Shapiro blogs sometimes.

"I would argue that the nascent social media phenomenon and a threatened public media field would mutually benefit from an early embrace," writes Jake Shapiro on his blog. "Social media needs some of the articulation of the values and aspirations that have guided the best of what public broadcasting has achieved, and public media needs to break out of its broadcast borders to fulfill its public service media mission regardless of the particular technology delivery platform."