Most media areas such as music/film/magazines have developed as digital technology has advanced. Media institutions are so dependant on technology that as equipment progresses the entire media area enhances. Studying the music industry as an example we can appreciate how it relys on modern technology. Firstly, over the past 15years synthesised instruments have been introduced and formed a completely different genre and various hybrids. Genres such as pop rely on commercial success, by extension the development of advertisments have affected the music industry. Extensive use of the internet have maximised recognition of artists and tracks aswell as instant downloads. Also, the uprise of mp3 players and ipods have expanded the entire market aswell as increase sales.