Change of habits, since several studies demonstrate the reduction of the television consumption, specially in the youngest generations, as opposed to other alternatives like Internet. Convergence of devices, since with the digitalization, as much television, personal computers as movable telephones will be devices that receive a same signal. And proactivdad of the consumer, since instead of hoping passively what we must see or listen, we will be able to choose our programming actively, the subjects in which we are interested in receiving information or the type of publicity that we want to receive. According to him, this would form a new advertising model totally different from a the existing one, that is based on the massive and indiscriminate communication. Even so, it seemed to me to glimpse that the model that, according to the exhibition, was outlined, is the model also massive, although individualized and, most outstanding, equally based on the publicity and the capacity to hit the consumer. My opinion is that the changes that come will be still deeper and, specially for the Pimes, the key of the success will be in a more relational model, is to say in the capacity to establish long term relations with the clients, more than in the initial impact.