IESE Insight
The Media Landscape: From Showtime to Screen Time
Fecha: 01/10/2018
Autor / es: Valor Sabatier, Josep; Arroyo, Carmen; Lee, Kimberley
Tipo de documento: Study and Monograph
Colaborador / es: Cátedra Indra de Estrategia Digital
Áreas: Information Technologies; Knowledge and Communication; Strategy; Innovation and Change
Departamento: Information Systems
Idiomas: English
Referencia: ST-486-E

This note describes the situation of the media industry, with some focus on the USA, through the eyes of the executives that manage the companies in the media ecosystem. We have interviewed top executives from media companies, those people that “make it happen” in the industry. Some have agreed to be cited by name, and we do so when authorized, while others prefer to be anonymous and we have respected their wishes. In the text, when we cannot cite by name, their quotes are referred to the type of company they work for, like “executive from a leading digital news portal.” In any case, the understanding of the industry reported in this paper stems directly from the ideas conveyed by these executives, explicitly cited or not, that have volunteered their time for the interviews. We have complemented the views of the executives with data available from published sources and our own understanding developed from working with media executives in the Media AMP program, the Digital Mindset focused program, and a number of custom programs for media companies. The document is organized in five sections: Audience, Content, Distribution, Business Models, and Leadership. Although we have tried to maintain the different conceptual areas separated, some issues are necessarily shared and spread across two or three sections. The appendix at the end of the document lists the executives and/or the organizations and industries we have interviewed. DOI: https://dx.doi.org/10.15581/018.ST-486

 

Objetivo pedagógico

Complement the discussion on the digital impact in industries, with special emphasis on media

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