Welcome to the world of the Blackberry Generation and of RSS, Wikipedia, Twitterers, Blogs and M-Logs. Never have attention spans been so short. Never has media been so atomised and so personalised as it is today. Welcome to the world where 96% of consumers are multi-tasking for 30% of their time when watching media. Parallel to this, never has consumer power been so heightened - we can share opinions, out 'Love Rats' and/ or we can crusade within new social networks. The web is our window to the world (for anyone who cares to listen). Just ask Robert Scoble or the creators of Dove Evolution or any of the 100 million MySpacers or the Facebook generation (age not a barrier). If you would like to know more about the rise of consumer power, please contact foundingpartners@jcpr.com