``There would be near annihilation of pure online species; online-offline models would proliferate; and customers would have extreme reaction to technological/ digital/ and new media,'' Mr Jog said. He said that the Indian entrepreneurs need to learn from companies like the US-based book store Borders which fought a fierce bout of competition from on-line sellers like Amazon by making a shift from small counters in a super mall to spacious mega book stores, where visitors could browse through books over a cup of coffee in a great ambience. ``It also launched gradually a website www .borders.com,'' Mr Jog pointed out.

Pointing out the rise of Internet user base in India from 2 million to eight million in 12 months, Mr Jog said that eyeballs would return to haunt old media and that digital content and interactivity would radically alter advertising pricing regimes. ``There would be true convergence - Internet everywhere.''

Mr Jog said that the content would be king once again and that the digitisation of content would alter the power balance between owners and distributors. ``There will be a need to think differently about media networks as everybody is a broadcaster. This will also require radical altering of current customer care and billing programme,'' he said, and added that ``the new models of billable services would give rise to a new class of emerging service providers.'' Commenting on future technology drivers, Mr Jog pointed out four areas: distributed computing (peer2peer networking and grid computing); interactive television (with applications like music/entertainment downloads, betting, multi-player gaming, pornography/interactive sex, distance learning and other e-commerce; voice-activated electronics; wireless Internet (where 3G will dominate; and Blue Tooth Revolution is round the corner) and Internet appliances.