Read the following passage about the urban shift and mark the letter A, B, C or D on your answer sheet to indicate the…

Read the following passage about the urban shift and mark the letter A, B, C or D on your answer sheet to indicate the best answer to each of the following questions.

A Diverging Media

Joe Swanberg is a filmmaker who creates movies about the romantic lives of young people. He makes these films quickly, using a digital camera and asking actors to wear their own clothes. His films usually cost between 30,000 USD and 50,000 USD to make and are not shown in cinemas. Instead, they are available on digital platforms like pay TV, video-on-demand, iTunes, or as DVDs. By keeping costs low and using digital distribution, Swanberg is able to make a living as a filmmaker.

When technology first advanced, it was believed that it would help young artists like Swanberg reach wider audiences. In 2006, Chris Anderson, the author of The Long Tail, predicted that the Internet would provide more opportunities for niche products to find their audience. While this has happened, another trend has emerged: blockbusters are still dominating the media landscape. Big hits in film, music, television, and books are gaining more attention, while products that are not quite as popular are struggling to find an audience.

One reason for this is that people still want something they can talk about with others. Popular shows like American Idol and movies like New Moon continue to do well because many people watch and enjoy them. Research shows that people enjoy hits more because they are the most widely available and frequently discussed. Technology has also helped blockbusters spread quickly around the world, making them even more successful.

[I] Although there are more entertainment choices than ever before, blockbusters continue to do well. [II] For example, in a music store with millions of songs, it's easier to pick the most popular one because everyone is talking about it. [III] While it's harder for media companies to stand out, consumers benefit from more creative, high-quality content. Media companies must now work harder to offer something exciting and unique. [IV]

While some people wish for more variety in media, the reality is that only a few types of content can attract large audiences, and these are the blockbusters.

(Adapted from IELTS Practice Test 07 Reading)

Which of the following best summarises paragraph 3?