According to a survey conducted among media and entertainment executives, the biggest threat to business right now is user-generated content. Accenture, a management consulting technology firm, conducted this survey which showed that 57% of those who took the survey consider user-generated content as one of the top issues they have to handle. The survey found that 70% of the respondents said that social media will become more popular while only 3% feel that this is a fad.

Gavin Mann, digital media lead for Accenture's Media & Entertainment practice, spoke on the findings of the survey.

This is just the beginning for a rapidly changing landscape where the media content environment grows more fractious and the user gains more control and power. Traditional, established content providers will have to adapt and develop new business and monetization models in order to keep revenue streams flowing. The key to success will be identifying new forms of content that can complement their traditional strengths.

Technology will continue to alter the distribution landscape, allowing people to access content on their own schedule, wherever they are, in all kinds of ways. Current technologically driven distribution channels will expand and new ones will open. But without compelling content, every new platform is an empty shell. Companies that can combine world-class content with powerful national and local distribution will have the competitive advantage.