New media and the concept of it began to thrive in the 80's, resulting in a hype which has surrounded it ever since. In all social contexts, the 20th century moved into a world that thrived and almost depended on technology. To keep up with this trend institutions and companies aimed to sell high amounts to consumers through new media forms, such as DAB radio and digital tv. For me, the debate which surrounds upgrade culture is this; is it the consumer market that demands these new and innovative meduims or is it driven by businesses with financial motive? I think itis both. Businesses like BSkyB know there is a demand for services and their product, so will produce it at a price to suit them. Consumers are seemingly prepared to pay anything for an upgrade in exsisting media forms. Media has to update itself to continue to be in high demand and 'fresh'.