The British Broadcasting Company is claiming its stake in the future media landscape by focusing more resources on new media. Younger generations, recognized director general Mark Thompson, are not growing up consuming media in the conventional sense and if traditional media doesn't adapt, its relevancy could fade, and fade fast.

Thompson's speech was the culmination of an intense yearlong "creative review" of the UK public broadcasting company. The study concluded that a major reformation of the Beeb's television and radio content was necessary as well as tools to reach consumers on other platforms, especially the Internet and mobile.

For youth, the BBC is set to launch on demand multimedia features, something Thompson dubbed "Martini Media." A 24-hour news service will become the central focus of BBC journalism and the newsroom will be reworked to serve this purpose.

It will also launch a new music channel called "Electric Proms," "Eyewitness," a website where people will be able to share stories and memories, and a more effective search function.

Sources: The Independent, Media Guardian