US pubcaster PBS launching blog MediaShift

MUMBAI: US pubcaster PBS has unveiled a new blog called MediaShift. This will explore how new forms of digital media are dramatically changing American society and culture.

MediaShift debuts on 18 January 2006 at Hosted by industry expert and longtime new media commentator Mark Glaser, MediaShift will offer a continuing look at how digital media such as blogs, RSS, podcasts, citizen journalism, wikis, news aggregators and video repositories are altering the way we live, play and work.

The site will provide a window into this world for the average user while offering enough details to satisfy the more technically savvy, and will offer ongoing opportunities for active public participation and feedback.

Mediashift wil have in-depth blog posts will include rotating features, such as: Q&A's with industry leaders, commentaries and substantive reporting on recent developments. "The blog aims at being a lively read, entertaining and enthusiastic about new developments in the media landscape, with a healthy dose of skepticism reserved for overly hyped initiatives with little substance" adds Glaser.

Glaser says, "I am thrilled to be working with, one of the most trusted names in media, to cover the topical subject of how technology and the Net are transforming the media. I'm looking forward to writing about new forms of journalism and media while also submerging myself in this world even more, and letting my audience participate in new ways."

PBS Interactive Learning senior VP Cindy Johanson said,"MediaShift promises to be a fascinating blog, and is a natural and exciting addition to This site helps us deliver on the promise of public service media in an Internet age. By providing a dynamic forum for discussion of the tremendous changes occurring daily in how people make, and get, media, we build on PBS' long history of stimulating discussion around issues of the day."

In the Your Take feature each week, a different contention or question will be posed to MediaShift's readers, who will be invited to add their views or share relevant information. One example might be "Do you trust Google News to be fair and accurate?" The question would also be posed to people with a vested interest in and/or particular knowledge of the subject, including people at news outlets, analysts and executives, and news consumers.

The Top 5 Chart will list top companies, people and ideas that are gaining momentum or buzz in the new media world, including new initiatives or breakthrough services.

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