Coming Up, The Year Of Media Experimentation?

If you think the media landscape looks confusing now, Reuters hints that we haven't seen anything yet:

"Media managers will get their hands dirty in 2006, experimenting with new and untested formats to find a better formula of reaching appropriate audiences.

Executives speaking at the Reuters Media and Advertising Summit in New York this week pointed to dozens of new tactics worth trying, and others worth dropping, as growth in new media outlets disrupts the television-dominated model."