Consumers are overwhelmed with content and media options, leading to their desire to customize media consumption, a trend labeled “Lifestyle Media" in a recent report by PricewaterhouseCoopers.

While acknowledging that most content is still received in broadcast form, PWC asserts that consumption of media is becoming more of a two-way street.

PWC describes media convergence as the ability of different network platforms to carry similar content, and the merging of such devices as phone, television and PC. This convergence allows consumers to break down traditional points of content control, leading to new trends in consumer-generated media.

With more choices and more viewer-control over media consumption, communications executives need to measure and define where their ideal audience is located in the content delivery chain. This requires more customer activity data than ever before – more research is needed to find better ways of engaging the target audience.

New measurement methods need to be devised and implemented to provide the kind of data necessary to make successful choices. While this will be difficult and costly, the results should ultimately lower the costs of testing consumer channels for messaging options.

As media becomes less one-to-many and more one-to-one, marketers and PR pros will have their hands full meeting the demands of “Lifestyle Media.” Those who successfully navigate these new waters will become the winners.