Portalbeitrag

Impact of High Technologies on Media Business Models

A State-of-the-Art Report

Introduction and Background of the Project

In recent years, business and revenue models in media industry have constantly been changing. This is mostly driven by the ongoing digitization of media, penetration of the internet and fast growth of online applications that are available nowadays in almost every media industry sector. In this context, a certain uncertainty is prevailing which makes media businesses questioning their revenue models and reliability in short- and mid-term perspective. Media businesses have to decide (1) how to adapt to latest revenue models and (2) which new business model to launch.

The challenge is becoming even greater against the background of latest developments in the area of so-called "high technologies" - as well in the field of how media are marketed but also on how media are produced: Not only user behaviour is targeted and - using data enrichment and big data analysis - enables individualized and personalized advertisement. Behavioural targeting and predictive analytics let the individualized content suggestions and content production come true. While automated targeting and programmatic advertising is already in use since several years, technologies and online advertisement industry is still making huge progress. But the impact of machine learning and artificial intelligence is disrupting media industry even more: informational as well as fictional text content is already produced by machines. First projects on computer-generated production of music, audiovisual content, e.g. short movies (including screenplays etc.) and even computer generated art(-work) can be observed with more to come "magic" on the horizon.

Implications for media, at least the legacy media, are tremendous. There will be major changes in the field of media business models - concerning (a) provided services, (b) value chain and (c) revenue models. 

 

Goals and Procedure of the Project

Based on (a) a systematic state-of-the-art literature review of relevant academic journal papers and (b) a comprehensive overview on technologies already in development stage or in use, goals of the project are, to derive (1) scenarios and (2) a future roadmap for development of business models for legacy media. 

Preliminary findings of the project and will answer the following questions: 

(1) To what extend the topic of high technologies on media business models has already arrived and is already discussed in academic literature (state-of-the art-report)?

(2)  Which are cutting-edge technologies (high technologies in media marketing/sales and production) already being implemented or prototypes that will be implemented soon? 

(3) Which scenarios can be expected for business model developments and changes for legacy media?

(4) What are resulting implications (in the sense of a roadmap) for legacy media against the background of state-of-the-art and the cutting-edge technologies?

Our aim is to (a) present and (b) discuss the findings of literature review and technology overview and, in specific to find research colleagues for joint master class projects on a yearly basis. The actual project team is a master class on media management and two media management and economics researchers (professors), scenarios and roadmap will be discussed with industry partners from Google, Ströer Media, and other companies involved in the technological developments described above. 

 



Autoren

Name:
Prof. Dr. Uwe Eisenbeis  Elektronische Visitenkarte
Forschungsgebiet:
Medienmanagement und Medienökonomie, Geschäfts- und Erlösmodelle, Standortentwicklung und Ökosysteme
Funktion:
Professor
Lehrgebiet:
Medienökonomie, Medienmanagement, Strategisches Management, Unternehmensführung, Internationales Management, Volkswirtschaftslehre
Studiengang:
Medienwirtschaft (Bachelor, 7 Semester)
Fakultät:
Fakultät Electronic Media
Raum:
221, Nobelstraße 10 (Hörsaalbau)
Telefon:
0711 8923-2258
Homepage:
https://www.hdm-stuttgart.de/home/eisenbeis
Uwe Eisenbeis

Name:
Prof. Dr. Boris Kühnle  Elektronische Visitenkarte
Forschungsgebiet:
- Performance Management in der Medienbranche - Ökonomische Bedingungen und Bedeutung der Medien- und TIME-Branche (z.B. Branchenanalysen, Standortforschung)
Funktion:
Studiendekan Medienwirtschaft (Bachelor, 7 Semester)
Lehrgebiet:
Professor für Medienwirtschaft und Finanzmanagement in TIME-Märkten Schwerpunkte: - Medienwirtschaft - Verlagsmanagement und Konvergenz - Controlling, Management Accounting - Internationale Finanz- und Medienmärkte - New Business und Gaming
Studiengang:
Medienwirtschaft (Bachelor, 7 Semester)
Fakultät:
Fakultät Electronic Media
Raum:
221, Nobelstraße 10 (Hörsaalbau)
Telefon:
0711 8923-2246
Telefax:
0711 8923-2206
E-Mail:
kuehnle@hdm-stuttgart.de
Boris Kühnle

Eingetragen von

Name:
Prof. Dr. Uwe Eisenbeis  Elektronische Visitenkarte


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