The highest position occupied on the Agenda Setters list by a figure whose greatest impact will be in the media space is Ashley Highfield, director of new media and technology at the BBC (No. 3). Next is Rupert Murdoch, CEO of News Corp (8).

Richard Sykes, consultant and Agenda Setters panellist, said: "I don't see anyone else easily beating the BBC on the breadth of innovation for what they're doing in trying to show new ways of accessing the broadcast world."

Meanwhile another panellist, media journalist Kate Bulkley, suggested Murdoch has finally "woken up to the internet".

So you might be forgiven for thinking there is a staid predictability to the personalities who will be making the most noise in terms of pushing the tech agenda in the world of media. But further down the list there are figures that suggest a new guard, if not a changing of the guard, is coming up fast.

Adam Curry, aka the 'podfather' (13), is high up the list. If the BBC is making the most of podcasting much of its content now it is because of the work done by Curry in the earliest days.

Bram Cohen, creator of BitTorrent (24), is also playing a major part in shaping the way in which we consumer media. Within 10 minutes of a show airing for the first time on TV, it's not uncommon to find it downloadable online, thanks to BitTorrent technology.

Broadcasters would do well to acknowledge this trend and not stagger down the road the music industry took. Trying to block such consumer demand is not the way forward. Service is. The BBC is already trialling its MyBBCPlayer and is looking into ever more innovative ways to distribute digital content.

Tony Perkins, editor-in-chief of Always-On (38), has taken the idea of blogging and thrust it into the commercial mainstream and given it a surge of momentum. Of all the areas of innovation this is probably the one in the media space which challenges the stranglehold of the media barons the most. For the same reason serial entrepreneur Mark Cuban (34), who has turned his attentions to blogging, is included on the list. Importantly he's already identified, as Google did with internet content, that there is a far greater margin in searching other people's content than producing your own.

Blogging will never replace traditional media. Not a chance. But it will take a big bite out of it and force the hand of innovation. Newspapers and even television are now competing with a new channel of information which, while something of a wild frontier in credibility terms, can undercut almost any time-to-market. Information is getting out far more quickly now and that equation is at the very heart of media delivery.

And in terms of other players on the list who will impact the world of media there is one name at the very top of the list which stands out - Eric Schmidt, CEO of Google (1).

Google News is increasingly becoming the most common way to digest the media - and this trend may continue as the search giant embraces new media such as blogging and podcasting.

Likewise, albeit to a lesser degree, Terry Semel, CEO of Yahoo! (28), will have a major impact on how we consume media and, even more so than Google, has made leaps into creating a mindset and expectation among consumers of premium content and online subscription models.

The Yahoo! video search function is also likely to prove a major winner and, as more and more broadcasters push their content online, it's likely to prove a vital tool in charting that content.

Panellist Bulkley said of Semel: "What's he's done at Yahoo! in the last year or so has been amazing. Here's a guy who came from Hollywood and probably didn't know what a website was, and he's gone in there and kicked some ass basically. I think the whole video search thing is really pretty important."

Although there have been trials and successful rollouts of paid-for content from major media brands, such as The Wall Street Journal and a number of UK nationals, nobody has hit a formula which appears an undeniably compelling offer to consumers.

The question this raises is 'what is too much?' when it comes to media. When will we have too many devices, too many feeds and too many channels to be able to function efficiently as media consumers?

In the unstoppable growth of Google lies the clue. The user decides. Thanks to RSS feeds and blog searching, we will begin to impose our own filters - and as the number of media consumers increases so greater diversity can be supported.