ABSTRACT
This chapter provides issues arising from the internationalization of media portfolios and strategies for managing them. It presents a model for formulating and implementing such strategies. The chapter further presents a general description of the internationalization of media product portfolios, in which the rationales of business portfolios, media product portfolios, and an international transformation of media portfolios are presented. Business diversification and product portfolios can help media firms to complement their resources, reduce risks, and maximize their sales and profits. The general availability of media products is affected by the media infrastructure development and people's consumption capacity in the host country, and the dependence on the local communication or media environment limits portfolio management in international markets. Cultural issues are of great importance in managing international media portfolios. The chapter discusses the importance of cultural influences from three aspects: national culture, corporate culture, and other cultural characteristics including, among others, language, religion, attitudes, social organization, and education.
