In this video interview with DGC, Steve Farella, co-founder and President, TargetCast tcm, discusses how technology is changing foundational media following TargetCast’s 2011 Advertising Week Panel “Phoenix Rising.”  In this annual  event, TargetCast execs talk to media insiders from companies like the NY Times, Hulu, and Emmis about how advertisers are using new technology to reach consumers.

Steve, whose panel focused on radio, shared the following takeaways: broadcast radio is healthy —  the revenue is there and people are listening —  and digital platforms like Pandora and iheartradio continue to enhance radio as an effective medium for advertisers.

A theme running through TargetCast’s three discussions on print, radio and video is that technology is increasing audiences overall — but the verdict is still out on how to marry scale and and targetability for some emerging technologies.

Audrey Siegel, co-founder and President of TargetCast tcm, also shared key insights from her discussion on the impact of technology on print media at “Phoenix Rising.”

Her key takeaways: content drives consumption and technology facilitates it, and there is good reason to be optimistic about the print business. Though the industry has faced challenges driven by advertising usage, readership is consistently strong, and tablet technology will only enhance that.