This cutting-edge textbook examines contemporary media business models in the context of Artificial Intelligence (AI) and digital transformation. AI has dramatically impacted media production and distribution, from recommendation engines to synthetic humans, from video-to-text tools to natural language models. "AI is really the change agent of the media industry," answered a natural language generation model when AI was asked about the subject of this book. "It will open incredible opportunities." This book seeks to explore them.
The media is examined through four sections. Principles maps business models and the key tools of AI. Platforms covers distribution channels in Games, Streamers, Social Networks, Broadcast and Digital Publishing. Producers covers the engines of content-making, including Scripted, Entertainment, Factual, Content Marketing, Creators and Music. Finally, Pioneers covers emerging sectors of Podcasting, Esports, the Metaverse and other AI-driven developments. Then in each chapter, a standard value creation model is applied, mapping a single sector through development, production, distribution and monetisation.
Diverse case studies are analysed from India, Nigeria, South Korea, South Africa, France, the Netherlands, the US, the UK, Denmark and China around creative entrepreneurship, revenue models, profit drivers, rights and emerging AI tools. Questions are provided for each case, whilst chapter summaries cement learning.
Applied and technology-focused, this text offers core reading for advanced undergraduate and postgraduates studying Media Management or the relationship between Entertainment, Media and Technology. Online resources include chapter-by-chapter PowerPoint slides and an Instructors Manual with further exercises and case studies.
Acknowledgements. About the Author. Section A: Principles 1.
Introduction,
2. Media Management and Artificial Intelligence,
3. Media
Business Models,
4. Overview of AI; Section B: Platforms
5. Games,
6.
Social Networks,
7. Streamers,
8. Broadcasters,
9. Digital Publishers;
Section C: Producers
10. Scripted,
11. Entertainment,
12. Factual,
13.
Marketing Content,
14. Creators,
15. Music; Section D: Pioneers -
16.
Podcasters,
17. Esports,
18. The Metaverse,
19. Future of the Media Business.
Index.
Dr Alex Connock is Fellow at the Said Business School, University of Oxford, where he teaches Media and Marketing at BA, MBA and Executive levels, and is co-director of the postgraduate course in Artificial Intelligence for Business. He is also a Lecturer at St Hughs College, Oxford, teaching General Management.
Meanwhile at the UKs National Film & Television School he is Head of Department in Creative Business. At Exeter University, he is Professor in Practice, teaching courses including Digital Marketing and Media and the Metaverse. He has degrees from Oxford University, Columbia University, Salford University and INSEAD.
Prior to returning to academia, Alex worked in the media for 25 years in the UK, US and Europe, starting or running multiple businesses in TV production, digital/social content marketing, magazine and advertising.
He is Vice Chair of UNICEF UK and a board director of the Halle Orchestra. He has six times been shortlisted in Entrepreneur of the Year awards in the UK.
Daugiau apie elektronines knygas