Media Management and Artificial Intelligence: Understanding Media Business Models in the Digital Age

watch Cover Half Title Title Page Copyright Page Table of Contents Acknowledgements About the Author Section A Principles: Media Business Models and the Basic Tools of Artificial Intelligence Chapter 1 Introduction: A Four Section Approach – Principles, Platforms, Producers, Pioneers Artificial Intelligence in the Media Business Structure Analytical Model Definitions Diverse Sources Bibliography Chapter 2 Media Management and Artificial Intelligence: The Radical Impact of AI On the Media Business The Media Business and AI Examples of AI in Creativity AI/human Collaboration Implications of AI Digital Transformation Tech Creating New Players in Media New Forms of Content Artificial Intelligence Real-time Insights AI and Development AI and Content Ownership AI and Media Production AI and Media Distribution Regulation, Content and Algorithms AI and Monetisation in Media The Evolution of Widespread AI Adoption in Media AI Ethics and the Media Core Questions About AI Bibliography Chapter 3 Media Business Models: A Four-Stage Value Creation Model for Each Media Segment – Development, Production, Distribution and Monetisation The Evolving Definition of Media Businesses Blurring the Lines Between Consumers and Professional Media Life Cycle of Any Media Project Development Stage Uncertainty of Economic Model in Content ROI Calculation On Media Investment Principles of Collective Value Creation Production Stage Radical Shift in Media Industry Verticals Distribution Stage Changes in Distribution Monetisation Stage Challenges of Monetisation Product Customer Lifetime Value Value of Data The Media Value Chain Bibliography Chapter 4 Overview of AI: Radical New Tools Are Being Used in Media Management and Beyond A Brief History of AI AI’s Intermittent Growth in the Second Half of the Twentieth Century Categories of AI Global Economic Significance of AI Machine Learning Supervised Learning Reinforcement Learning Unsupervised Learning Self-supervised Learning (SSL) Neural Networks and Deep Learning Deep Learning Computer Vision Generative Adversarial Networks (GANs) Positive Uses of GANs Natural Language Processing Limitations of AI Class Discussion Questions Bibliography Section B Platforms: The Engines of Media Distribution Chapter 5 Games: AI Is Powering Game Platforms, and Games Are Powering AI Introduction to the Sector AI Research and Gaming Gaming and Entertainment Gaming as an Investable Business The Value Creation Model Flywheel Effect Franchise Effect Development Structure of Industry Design Process Key Dimensions in Development Production Budgets Publisher Financing Deal Terms Other Forms of Game Financing Distribution Success Factors in Distribution Monetisation Unit Purchases In-game Microtransactions Types of Microtransactions In-game Advertising IP Exploitation Acquisitions AI Technologies Bibliography Chapter 6 Social Networks: The Defining Distribution Platform of the Digital Age Introduction to the Sector Engage and Enrage The Value Creation Model Development Idea Investment Implementation Production Distribution The Challenge of Algorithmic Recommendation Disinformation Monetisation Copyright Control and Management Intermediate Businesses to Monetise Content Sponsorship Policies Chapter Summary Bibliography Chapter 7 Streamers: An Entirely New Media Industry Is Defined By Its Use of AI Introduction to the Sector Categories of Streamers Finance-driven Tech-subsidised Legacy Rights Owners Legacy Broadcasters Niche Players Consumer Perspective On Streamers The Value Creation Model Business Development Differentiate By Programme Acquisition Differentiate By Global Footprint Differentiate By Bespoke Commissioning Differentiate By Brand Extension Production Distribution Viewing Figures Monetisation Growth Constraints of Streamers User Fatigue? Chapter Summary Bibliography Chapter 8 Broadcasters: Existentially Threatened, Pivoting to Video-On-Demand and Fighting Back The Value Creation Model Categories of TV Channel Business Development Production Commercial Value Public Role Distribution and Digital Technology Measuring Success AVOD: an Online Alternative to Broadcast Programmatic Advertising Data Pace of Change Monetisation Chapter Summary Bibliography Chapter 9 Digital Publishers: News Sites and Social Channels Now Share Revenue Models and AI Technologies Introduction to the Sector The Value Creation Model Business Development Legacy Titles New Titles – Ad-Funded Production Distribution Monetisation Subscription Model (Blogs) Subscription Model (Newspaper Paywalls) Advertising Branded Content E-commerce Public Sector Funding Long-term Equity Value Creation/company Sale Chapter Summary Bibliography Section C Producers: Content Creation at Scale – and the Transformative Impact of AI Chapter 10 Scripted: Digital-Driven Change in Production and Distribution Models Introduction to the Sector The Value Creation Model Development Selection of Ideas Importance of Track Record Top Franchises in Scripted Stars Production Production Funding Options Production Execution Distribution and Monetisation Upfront Payment Backend Payment Sale of Equity, Business Or Rights Chapter Summary Bibliography Chapter 11 Entertainment: A Rapidly Globalised Content Footprint Introduction to the Sector Range of Entertainment TV The Value Creation Model Development Nature of TV Formats Details of Formats Business Model of Development Production Production Issues Distribution Components of Distribution Monetisation Format Monetisation Budget Principles Tape Sales and ‘Windowing’ Chapter Summary Bibliography Chapter 12 Factual: Merged Distribution Channels Have Changed a Traditional Industry Introduction to the Sector Social Good Sector in Evolution Scale of Factual Industry The Value Creation Model Development Production Distribution and Monetisation Broadcaster/streamer Foundations Commercial Sponsor Distribution Investor Directly Monetised Specialist Website. Sale of the Company Chapter Summary Bibliography Chapter 13 Marketing Content: Video Content Is Now Used in Marketing at Unprecedented Scale and Range Introduction to the Sector Diversification of Marketing Content Diversification of Production Categories of Marketing Content The Value Creation Model Development TV Commercials Branded Content How Much Brand to Integrate How Much of Each Type of Content to Make: Hero/hub/hygiene Production Brand Integration Success Factors Distribution Paid Media Owned Media Earned Media Monetisation Value of Brand Integration Chapter Summary Bibliography Chapter 14 Creators: A New, Global and Democratic Model of Media Ownership Introduction to the Sector The Value Creation Model Development Self-grown Stars Celebrities From Other Fields Virtual Influencers Production Distribution Mastering the Platform Algorithm Monetisation Programmatic Advertising Affiliate Programmes Creator Funding E-commerce Sponsorship/product Placement Direct Subscription Alternative and Hybrid Monetisation Tools New Technologies Such as NFTs Long-term Catalogue Sales Chapter Summary Bibliography Chapter 15 Music: A Business Model Transformed By Technology, From Creation to Monetisation Introduction to the Sector The Value Creation Model Development Production Technologies of AI in Music Production Ethical Challenges of AI in Music Distribution Introduction to Music Streaming Spotify’s Growth Controversies of the Streaming Business Model The Diverse Streaming Ecosystem AI in Streaming Distribution Monetisation Cash Generation Channels Equity Value Realisation Chapter Summary Bibliography Section D Pioneers: New Sectors Building the Future of Media Production and Distribution Chapter 16 Podcasting: A Digital-Driven Content Development Factory Introduction to the Sector The Value Creation Model Development Genre Breakdown Production Industry Range Distribution Monetisation Paid Production Advertising Sales Programmatic Advertising Sponsorship E-commerce and Affiliate Models Listener Donations Selling Formats Selling the Business Chapter Summary Bibliography Chapter 17 Esports: A New Digital Business, But With Echoes of Twentieth-Century Models Introduction to the Sector Scale and Content Investment Academic Study The Value Creation Model Development Production and Distribution Role of Players League Structure The Network Economies of Scale Monetisation Complex Value Drivers IP/rights Exploitation Competition and League Sponsorships Advertising Team Economics Streamers and Broadcasters Gambling Chapter Summary Bibliography Chapter 18 The Metaverse: A Virtual World That Does Not Yet Exist Still Has Growing Momentum Introduction to the Sector The Value Creation Model Business Development Key Principles Key Players No Singular Vision Production Distribution Monetisation Bibliography Chapter 19 Future of the Media Business: Challenges and Opportunities for Media Management in the Age of AI Relentless Evolution in the Media Business Centrality of Technology Next Generation Primacy of IP Grows With Technology Solutions Like NFTs Major Impact of AI Star Power Increases, But Synthetic Voice and Video Complicate It Radical Global Diversification of Stories and Storytelling Direct Monetisation, Via E-Commerce, of Democratic Production Subscription Remains the Most Highly Rated Monetisation Tool Normalisation of Companies and Governments as Media Producers Digital Privacy Debates Continue to Profoundly Shape the Media Market Information Warfare Proliferates Reputation: the New Equity Summary Bibliography Index