Cell Phones: The 7th Form of Mass Mediabr PICNIC - PICNIC 2009br With as many as 4 billion in use, mobile phones are truly the 7th mass medium. Combining many of the 6 media before them -- including the Internet, television, cinema and radioaudio -- and being always on and with their owners 247, their impact is huge and growing.Tomi Ahonen shares his view of how mobile phones have changed how we work and play, as well as a vision for what the next 4 billion phones will bring.