The range of projects that come under this heading are growing all the time. It is an emerging industry rooted in the electronic revolution of traditional media such as print, graphics, audio and television.
The main difference is the more frequent two-way communication that the interactivity allows with the end users. The feedback process changes the nature of communication with them and as a result many businesses are interested in finding the best way to use the new interactive communication channels for their benefit.
As soon as you can communicate with a defined audience, you can begin to influence them. This can help to sell things, to sew ideas, to encourage changes in behaviour, to access information that the people want, among others.
This in turn explains the growth in businesses using the new channels such as the internet and mobile devices. Apart from traditional media expanding to encompass interactive channels, all the associated businesses of marketing, advertising, learning, retailing, information providers and so on, recognise the benefit of using the new interactive channels of communication.
So, anyone involved with specifying or developing applications that will run on the new channels is involved with Interactive Media projects. These projects need even more careful management than traditional projects because it is an emerging, volatile field.
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