Just now, broadcasters in the U.K. are angsting over the role and meaning of public service broadcasting.
The personalisation of media, growth of the Internet and disappearance of traditional ideas of public realm have thrown the meaning of the public value of the media in to crisis.
What's great is that new platforms promise to end monopolies on narrative and its traditional form.
So should old media players just pack their bags and go home?
In the real world, there is a crying need for 'connectors' to bridge between people, government and life.
The return on investment required by the public and private sectors in the built environment place ever more importance on the social, not just physical infrastructure of place.
And companies increasingly recognize that there is competitive advantage to be had in sustainability, not just in the resource flows of material culture but also social and human capital.
What's exciting is that broadcasters now understand that new media platforms are just that - platforms and not pipes through which information can flow.
What's clear is that the public still identify and want some form of support to enable them to manage real and personal economies.
The challenge for broadcasters is whether they can meet their pledge to use new media to support public service - and define what that service is.
For if it's to mean more than acting as a nodal point for information and social networks, it needs to engage with the dreaded 'm' word...moral purpose.
In my mind, there's no dread in this.
And there's a willing audience out there.
Because people innately understand through their everyday experience that communication matters.
The challenge is to embrace this understanding, take on the 'm' word and be inspired by the words of John W. Gardner, the former U.S. Secretary of Health, Education and Welfare under Lyndon Johnson and founder of Common Cause:
Communication in a healthy society must be more than a flow of messages; it must be a means of conflict resolution, a means of cutting through the rigidities that divide and paralyze a community.