This book analyses the media industry’s external and internal environment that includes the economic, managerial and marketing environment of the media business and industry as well as online media credibility, digital convergence, social media platform, media production, content and usability. This is intended to underline the complex and multifaceted nature of media economics, business and industry. Moreover, the major premise of this book is twofold:
- To point out that there is the need for all media firms and consumers to strategize in response to the arrival of new, digital, broadband, web, wireless and mobile media. The focus means a more realistic, detailed, integrated and holistic approach to media industry studies;
- To adopt and appropriately adapt relevant business frameworks and concepts for the economic and technological analysis of media markets.