Commercial Content Commercial media aim towards economies of scale and scope and the satisfaction of their shareholders. As most of the private media companies' revenues come from advertising, much of their content is designed to allure audiences, whose size and composition is decisive for advertisers and marketers. Those revenues being of vital importance for commercial media firms, their programming in many cases is tailored to the needs of the advertising industry. In their self-interest commercial media also often accept pressure from marketers and advertisers. "... for example, Procter & Gamble, the world's number one corporate advertiser, explicitly prohibits programming "which could in any way further the concept of business as cold, ruthless, and lacking all sentiment or spiritual motivation." (Edward S. Herman and Robert W. McChesney) Hence, so as not to interfere with the commercial message, most media conglomerates concentrate on easy-to-consume programming with entertainment, music and sports forming most of their content. Although they also offer news and documentaries, programs focusing on topics of public interest or minority issues hardly play more than a supporting role as they do not comply with the demands of a profit oriented system. One of the most serious effects of this development is that citizens are substantially deprived of an essential element for their participation in the public sphere: objective, exhaustive and diverse information on issues of public concern.

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Digital Commercial Content Starting in the mid 1990s today most traditional media can also be found online. The overwhelming majority of bigger newspapers and periodicals, but also radio and TV stations now complement their classic media formats with digital programming. For the most part they transform existing analogue information in digital form, with some additional features. Especially the big media conglomerates, having realized the economic potential of the Internet, have started to get into the business of digital content. Not surprisingly their engagement in the virtual sphere has not brought much new concerning their programming. They offer entertainment, music, sports and some news channels. One of the reasons for this development might be, that the big commercial media companies are able to re-use already existing programming from their other ventures. Examples are Viacom's MTV Network, which now has a twin online or Time Warner's CNN, which on the Web is called CNN Interactive. Considering business economic factors this move suggests itself as hardly any further resources are needed and the already existing programming can be put in the Internet at little extra cost. Also, regarding the undeniable success of their traditional content in terms of revenue generation the digital reproduction of their classic programming concept seems to be an obvious step.

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