ABSTRACT
In the 21st century, media companies with roots in “old” or traditional media continue to evolve into multi-platform media enterprises. For decades, media content was delivered to one platform-newspapers, TV and radio broadcasts, and magazines. The adoption of digital technology enabled content to be shared among many different platforms. Media companies now distribute content to multiple platforms and devices. The term “enterprise” is used to illustrate the concept that media companies are no longer limited to a single distribution platform but rather operate as entities with the ability to offer content on many different platforms simultaneously. The shift towards media companies becoming multi-platform enterprises was driven by technology, discussed more fully as a force impacting the media economy in Chapter 6. Multi-platform media enterprises can choose from a wide variety of content distribution platforms, including the traditional platforms as well as many new distribution options. A television station as a multi-platform media
enterprise broadcasts its programs over the air, makes them available on the Internet, via mobile phones, and through video on demand, and offers additional content through social media sites like Facebook and Twitter. A radio station as a multi-platform media enterprise broadcasts programming on AM, FM, or HD channels, and also streams content on the Internet, offers a variety of podcasts, and uses social networking pages to share information, gather research, and build audiences. A book publisher as a multi-platform media enterprise prints titles in hard and soft covers, and also makes manuscripts available as audio books, online downloads for electronic book readers, and podcast versions. This chapter begins with a discussion of the main distribution platforms used by media enterprises to deliver content. Other sections examine the consumer as a multi-platform user, and strategies and business models used in delivering content via multiple platforms. The chapter concludes with a series of short case studies illustrating multiplatform efforts involving a variety of media enterprises.
