The lines are blurring. Once upon a time it was very simple - television channels made programmes and newspapers printed stories. Now, thanks to the internet, broadcasters like the BBC publish stories in text as well as all our traditional activities. And newspapers are increasingly getting involved in video.
This week there was a very clear example of how the world is changing. The Sun newspaper obtained the cockpit video from an American aircraft involved in a "Friendly Fire" incident in which a British soldier in Iraq was killed. Every media organisation picked up on the story, and The Sun was very happy for us to use their video - which had the newspaper's logo "burned" on to it throughout.
However, the Sun also insisted that no other organisation could use the video on their website. They knew their online traffic would increase massively since it was the only place web users could (officially) see the video. A newspaper which clearly understands the power of news video.
So where does that leave us? Already the BBC has taken big strides forward in its provision of news video on its websites - so far the domestic offering is far more advanced, but we'll be further expanding our international offering this year. But as an editor, I'm wondering more about the consequences for our agenda.
We can see from the daily stats the kinds of stories that online viewers like to watch - and they're not always the same as the ones we've give most prominence to in our televison bulletins. Here are Wednesday's most viewed videos from the international pages of BBC News:
1. Airbus A380 campaign takes off
2. Airbus shows off the A380
3. Astronaut's murder plot charge
4. Hydrogen motorcycle launched
5. Annual Empire State stair race
All of which were stories we'd covered (with the possible exception of the stair race) on BBC World, but not with the kind of prominence that web users apparently gave them.
So how should that inform the decisions we take about running orders for our television news bulletins? Obviously we'll continue to make judgements about the significance and relevance of stories to our audiences, but how much should we be taking into account the trends we see from the web stats?