New Media is everywhere and here to stay: blogs, forums, online communities, pod and vod casts, video games, mobile phones, etc. This year Time magazine's Person of the Year is "You" because each one of us now has the capacity to generate content, reach millions and change the way the world is perceived. Information is no longer the exclusive province of professionals, whether journalists or experts in marketing. Blogs and videos are bringing events, people and brands to the public in a way that can be more persuasive than traditional media. Should museums feel threatened by the new media age of Web 2.0 because it undermines the traditional authority of cultural institutions or can we tap into this worldwide creativity and new buzz? Our conference in Madrid will focus on these new channels of communication, different audiences and fresh ways to communicate.