Imagine a future in which media consumers, empowered by new technology, demand everything for free. ¶ What they can't get legitimately, they show no qualms about pirating. August names of film studios, television networks and newspapers lose their aura of trust and authority. TV viewers turn off advertising with nifty digital devices - or simply tune out apathetically, leaving marketers powerless and media companies with no way to finance their content. ...¶... Here is how a handful of media and technology executives [gathered at the World Economic Forum in Davos, Switzerland] see the world, and their corners of it, evolving. ... Link: International Herald Tribune.