The Critical Role of Content Media Management

The Critical Role of Content Media Management

Margherita Pagani (I-Lab Research Center on Digital Economy, Bocconi University, Italy)
DOI: 10.4018/978-1-93177-738-4.ch007


The advent of digitalisation is providing big opportunities which are changing the shape of the broadcasting industry. New business models and revenue opportunities based on digital capabilities are emerging. Digital technology provides digital media companies with the opportunity to: • provide new products and cross-media experiences aimed at individual consumers and like-minded groups; • provide premium services that give viewers access to greater and more personalized content; • change the television advertising model from mass media to targeted advertising (market and advertise on one-to-one basis direct to consumer); • expand from a traditional push model to a pull-model for product distribution.

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