In this business tv show, Mark Middlemas, Managing Partner Integration at Universal McCann, explains how new technologies are effecting marketing and branding, and how the new technologies emerging now can be harnessed to reach more people: "One of the other areas of the space is you know gaming devices are hugely important, be they the PSP, be they the Xbox, be they PS3 or of course the Wii. Hugely important, they've spanned the divide from just gaming geeks into all sorts of lives now including education. One of the things that we want to get really involved with and are doing a lot with is in game advertising. These games, the likes of Grand Theft Auto, Halo 3 they sell more units than all the people who go to the number one blockbusters from Hollywood, so they are hugely important and as more and more people are playing them we've got to be involved in this, we've got to understand and learn what is going on to be able to offer best advice for our clients. So we're able to through for example, through Xbox we're able to have the latest games, have a look at embedding our clients, content in there, advertising messages and doing research which we've then done to feedback and learn from because its a new space but its increasingly important particularly through that demographic we talked about earlier. So it allows us to excite, delight but also learn which is also critical in this new sort of digital age where no one knows the answers really of what's going to happen next year let alone next week. So we've also got, I mean the other things as well were quite important, you can see the various sort of digital radio devices here so be it in car, be it DAB, be it iPod linked devices, you know the phenomenon of the iPod young kids still listen, youngsters, we still listen to the radio in huge numbers, its almost as if the radio is the shopping centre for songs and then the iPod and all sorts of devices where you can apply the iPod to radio and link them up. So important we're at the front end ...