摘要：Digital technology is the main key of the huge technological changes in media in the beginning of 21st century. Old media had to adopt for the new public. Instead of being passive consumers, audience is now creating and sharing media content. As the result of major changes, new kind of journalism is formed – citizen journalism, followed by the new kind of media – parcipatory media. In order to survive, old media are trying to adopt by enlarging media content offer. Internet pages with podcasts, forums, blogs, chats and on-demand media, special divisions for citizen journalism, buying amateur photograph and audio/video material, constant interaction and communication many-to-many, transparency etc. are the elements of media convergency, which can not be ignored any more.
