The focus moved to Twitter at the Fortune Brainstorm Tech Conference as Ashton Kutcher, who has nearly 3 million followers on the social network, extolled the many uses of the site -- from philanthropic projects to political campaigns to promoting a movie.
Still, Kutcher did also manage to go beyond the barrage of Twitter questions to note how the site embodies a far greater trend --
“We’re turning media back over to the consumers of the media,” he said.
Kutcher has tried to seize on this trend with his company, Katalyst Media, which has divisions for TV, feature film and digital content.
“We’ve been able to successfully produce content in other environments,” Kutcher said.
Echoing IAC Chairman Barry Diller, who spoke earlier in the morning, Kutcher said that this convergence was furthering the decline of traditional advertising -- or in the case of the web, display advertising.
“People who have grown up on the internet have trained themselves to not really see it, remember it or retain it,” he said.
Others suffering from the transition to digital include Kutcher and his colleagues -- the movie stars.
Kutcher, whose acting career has suffered of late, found increasing relevance through Twitter, where he has more followers than CNN.