I actually think that media companies are not moving ahead as fast as they could. I remember in college, a professor had said that most of the technology we will be using a few decades from now has already been invented. It's mostly in the hands of the military and intelligence communities. The technology and social media and networking sites we have access to now is really nothing compared to what could be. There is so much potential but it takes a long time for the average consumer to have access to it.
If we think about it this way, media companies are behind on a lot of things. They could do a lot more.