Media tycoon Rupert Murdoch warned that “technology will continue to destroy all of the old ways and old assumptions, especially in the media”, during his speech in Georgetown University.

“We have one certainty – we can never be sure where the industry will end up. It is true that technology is changing accepted ways of doing business. It's making us work harder for our customers,” Murdoch added in his address about the changing face of media.

Murdoch pointed out that consumers, especially the younger ones, have the chance to shape the inevitable changes by demanding content based on personal preferences, according to Georgetown University.

Unlike traditional media, choices will be made from the bottom up, not top-down in the future, Murdoch explained. “A 13-year-old girl in Delhi is not going to want the same news and entertainment as a 50-year-old executive in Chicago. Our challenge is to personalise the experience for these people so we can reach them both.”

He foresees the end of traditional mass media with consumers receiving news and entertainment from limited sources. In order to survive, media companies need to diversify, he said.

The News Corp. CEO hinted publicly for the first time that he is looking to extend that reach by acquiring Newsday. He added that this move could bolster The New York Post, and help vie for revenue against The New York Times.

However, he acknowledged the U.S. Department of Justice might stand in the way based on antitrust concerns, according to Georgetown University.