The media has a strong social and cultural impact upon society. This is predicated upon its ability to reach a wide audience which often sends a strong and influential message. Marshall McLuhan uses the term “the medium is the message” as a means of explaining how the distribution of the message can often be more important than the message itself. It is through the persuasiveness of media such as television, radio and print media that reach the target audience. These have been influential media as they have been largely responsible in structuring people's opinion. Television broadcasting has a large amount of control in influencing the content that society watches and the times in which they are viewed. This is a distinguishing feature of traditional media and although they are by no means redundant, the development of the internet has challenged the traditional participation habits involved in media such as television.