This year's Media Guardian 100 list, which ranks the most important and influential in British media, contains few suprises. New media has continued its steady climb to world domination, with an increased impact on the annual power list. Steve Jobs, Bill Gates and Google co-founders, Larry Page and Sergey Brin are among the top 10, purely for their new media influence.

The Guardian states: "Half of this year's top 10 either embody the digital revolution... or have been quick to grasp the opportunities it has to offer, like Channel 4 chief executive Andy Duncan. It was the year when we stopped talking about watching TV on the web and started doing it."

Mark Thompson, BBC director general, tops the list. Apple boss Steve Jobs pipped media mogul Rupert Murdoch to the runner up place. Murdoch comes in third, mainly thanks to MySpace which the paper claims is currently valued at U.S.$3 billion dollars. Guardian goes on to observe that Murdoch, once forging new paths, is now "looks like a follower". Regarding new media, Murdoch recently described himself as a 'digital immigrant', and admitted to the American Society of Newpaper Editors he: "didn’t do as much as I should have after all the excitement of the late 1990’s".

This is also a great quote from the man, from the Guardy article: "We are at the dawn of a golden age of information," said Murdoch. "Societies or companies that expect a glorious past to shield them from the forces of change driven by advancing technology will fail and fall. That applies to my own, the media industry, as to every other business on the planet."

Guardian Umlimited also continues its attempts to be the embodiment of all things collaboration. If you don't like the list, you can post your alternative to its blog: http://blogs.guardian.co.uk/organgrinder/

The Guardy also provided a break-down top 10 by sector, and the new media list contains Chris DeWolfe of MySpace, Michael Burch of Bebo, and Arianna Huffington of Huffpo. Personally I think its worthwhile watching DeWolfe and Tom Anderson in the coming years. Murdoch has left creative control of his new online baby in the hands of these men.