Technology has brought about the convergence of media and telecommunications causing two distinct developments - consolidation of media organizations, and at the same time, the empowerment of end consumers. Thus, riding the wave of disruptive technologies, a new global economy is shaping up where end consumers are actively participating in the transformative process, leading media firms to devise unconventional business strategies to face newer market forces. Consumer Agency has then completely altered the media economy value chain, and is a major impacting factor in the way the media...