This book examines the ethical challenges posed by new media formats, technologies and audiences. It considers how these emerging genres and technologies work, how they are reshaping the public sphere, and how the connections between product and viewer, and producer and media consumer, are being changed by new shows and formats. It includes lively chapters from a range of prominent media commentators and practitioners on a diverse range of issues, including reality TV, on-line media, the cash for comment scandal and emerging philosophical approaches to new media ethics. With so much interest in contemporary media forms, and so many heated debates about media ethics, this book will be a must for journalists, media practitioners, watchers and students.