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How will broadcasters deal with the unbundling of media? Consumers are becoming less keen on paying for content that they do not like or want. The old model of bundled subscription based content is being broken. Consumers are willing to pay more for advertising free content that they would like to watch but we are yet to see how much consumers are willing to pay per year for individual content on demand. I do not think it is a sustainable model to get individuals to pay for each programme at current levels of TV consumption. Either consumers will become more selective about the amount and quality of programming they consume or the models will need to change. I believe that consumers will pay more for less but higher quality material and diversify their entertainment media and channels. More time will be spent online, on hobbies and on other leisure pursuits. The tighter the niche the more relevant the content. The consumer of tomorrow will be downloading relevant podcasts and vidcasts about their hobby whilst sharing their progress, tips and problems with a wide virtual community online. Broadcasters need to recognise that these consumer are about, in small numbers, today and their number is growing rapidly.