We’ve had an ‘Applicant Day’ in my department today – and I discovered that some people studying a HND in Media were not covering new media. My reaction?

• Television production companies are now required to submit ‘360-degree’ programme pitches that include a new media element. Often the budget for that is bigger than for the programme. Add to that red-button interactivity, streaming, mobile TV, and DVDs.
• Photographers routinely package their work on CDROM, or sell it online. A web portfolio is essential.
• Public Relations employees are required to understand viral ‘word of mouth’ technologies like social networking, blogging, promotional games, websites, and email.
• Radio has been going digital for some time now. Most radio stations are streamed online.
• The music industry has been transformed by the web. Some pointers for you: Napster; Kazaa; iPod; iTunes; mp3; MySpace; Last.fm; Radiohead.
• And there’s journalism… well. Just read every post, ever, on this blog. Ever.

What else did I say? Nag your tutors, and start swotting up in your spare time. Your college is doing you a disservice, but that shouldn’t stop you.