is the message of US Federal Communication Commission Chairman Michael Powell:

"Broadcasting is the original mass media. On the other end, there's a rise of a digital generation that has access to highly individualized and customized news and information," Powell told an audience at the annual NAB conference."

"Where does broadcasting go as a business? Adapt, evolve or die."

"Powell's comments reflect the tension for free, over-the-air broadcasters, as they struggle to compete amid a rise of for-pay cable and satellite services and new digital media offerings via the Internet, video-on-demand, and wireless and gaming technologies.

To stay relevant, broadcasters are migrating to digital TV tuners under mandate by the FCC, which is absorbing their spectrum channels for other industries like wireless. That move would allow broadcasters to multicast programming over six channels as opposed to one, with opportunities for tailoring broadcasts to specific communities."

A bold statement.