The authors of this book have made an in depth study of the strategies and management practices of leading media companies and have identified the core competences media companies need to have to win in the new world. The book is strongly focused on applicability and combines long standing best practice principles with innovative approaches for staying ahead. It systematically discusses competences needed in each of the key functional areas in the media companies drawing on examples from all main media sectors . Media is an exciting and innovative industry. In its effort to combine business and creativity, the industry has traditionally been faced with unique challenges, increased by the short-lived nature of its products and services. Recent developments from deregulation to the digitization of content and delivery are on the verge of reshaping the industry and its business models. Although the transition will be challenging for most media companies, ultimately the results will also be very exciting. This book is a bible for professionals in the field and essential reading for students of media management. It includes the following key features: A discussion of the key challenges faced by media executives taking daily managerial and strategic decisions in an industry undergoing enormous change. In-depth discussions of the current and new skills media companies will need a innovative content creation, gaining and keeping customer attention, end-to-end digital supply chain management, B2B marketing of advertising opportunities and creative people management. Insights into best practices from traditional and new media as well as pioneers of media and telecommunications convergence. Detailed case studies from a wide breadth of European media companies illustrating each topic. These include examples from television broadcasting, multi-service cable operations, newspapers, magazines and internet service provision. Companies include Gruppo Mediaset, Trinity Mirror, EMI Group, RTL Group, CANAL+ Group, Telenet, Schibsted ASA, Grupo Media Capital, SanomaWSOY, Lagardere Media, T-Online, Hubert Burda Media and the BBC.
Reprinted with corrections in August 2005