But he said the challenge for media organizations was finding a balance between advertising and subscription revenues and figuring out how to charge for content without alienating existing users -- which could lead to Web sites offering tiered levels of free and paid-for material.

CNN: Murdoch: Web sites to charge for content

Even Google, the Web's self-proclaimed "Do no evil" company, is experimenting with a technology called AutoLink that inserts button-shape links on other people's Web sites that lead back to Google or to Google partners like Amazon.com.

FORBES: Parasite.com

For online retailers, One Web ensures that product inventory is always updated in real-time, and that search engine listings lead to the correct product results.

FORBES: The Future Of The Web: The Case For Responsive Design

The biggest fear in the cable and satellite TV industry is that the growing availability of video programming over the Web through Netflix (NFLX), Hulu and a host other services will lead to rampant cord-cutting that could create the kind of steady erosion in customers that the wireline phone companies have been seeing for many months now.

FORBES: Are Cable Customers Cutting The Cord? The Evidence Is Mixed