In current times the egocaster has a world to conquer. Millions of new transmitters are casting their content into the online world. Some of them finding a good audience, most of them having a small following at best. All these new channels give the existing media a good opportunity to use their tools to the benefit of all. Tools to disposal are selection capabilities, quality in skills and equipment, journalistic skills and storage and search capabilities. Together new and mainstream media will be able to provide a great mix of content to the citizens and consumers.