This book is a practical guide to every aspect of managing media businesses. Written by a team
of experts and illustrated with interviews from leading industry players it addresses the
unprecedented change and uncertainty facing the industry. Do newspapers magazines or books
have a future? Will terrestrial television or cable services exist as meaningful players in
five years' time? Is there a way to make multiple consumption platforms work together in a way
that extracts the revenue needed to support the creation and development of quality content?
While more and more content is being published fewer and fewer businesses are finding a way to
do so profitably and sustainably. Your answers to these questions that vex your media or
entertainment business will depend on your frame - a frame based on experience gained in days
that were less uncertain less fluid and much much simpler. Those frames need to be broken if
you are to survive in times of such rapid change. This book is based on IESE's Advanced
Management Program in Media & Entertainment which IESE Business School has been running in New
York and Los Angeles since 2011. It combines contributions from leading professors and
practitioners as well as real-life case studies to establish a base upon which you can start
to build the set of managerial tools that you will need to manage fast-changing media and
entertainment businesses.
