In a survey of 50 media bosses, nearly two thirds expected a further blurring of sector divisions in 2006. Meanwhile, 94 per cent expected the rate of consolidation to increase or stay the same in the next 12 months.
'Multimedia platforms can detract from traditional PR outlets because they offer an easier route to the consumer,' said Silver. 'PR has to be smarter and understand what these platforms offer.'
David Ascott, partner at accountant Grant Thornton – which commissioned the Mergermarket poll with Denton – said: 'The market could polarise between multi-faceted media groups and smaller specialists led by well-known figures.'