It is not just commercial media organisations that are feeling the heat generated by the great digital disruption.
The top selling iPhone app today is Vic Fires, closely followed by SA Fires, NSW Fires and TasFires produced by P4G.
They match data from the Victorian Country Fire Authority RSS feed and wind data from the Bureau of Meteorology with the GPS location of the user.
Until now, ABC local radio has justifiably prided itself as the leading source of emergency information.
Indeed, the dedication of ABC staff in past bush fires has been exemplary.
Apps such as these, however, have the potential to provide localised information that radio cannot match for an investment of a mere 99cents, less than the cost of a daily newspaper.
A former regional ABC radio journalist told me by text this morning:
What does the fact that thousands of people go to A 99c App for important info tell us about the level of trust the new generation has for the National Broadcaster?
I suspect that it is not necessarily that they have lost trust in the ABC, but that they have now come to trust others more…
On technological grounds alone, the case for a review into the ABC is unanswerable.
It is more than 30 years since the Dix inquiry that produced changes in the ABC Act. Back then there were five television stations broadcast with analogue signals and no domestic internet connections whatsoever.
The abundance of content on subscription television and the internet now provides many of the services we once relied on the ABC to deliver.
While the ABC is insulated from digital challenges by a government stipend, the commercial sector is forced to adapt to survive.
Instinctively, I suggest, there is a case for public investment in broadcasting. But with the ABC drifting who knows where, it is increasingly hard to say what it is.