ABSTRACT
This chapter focuses on the topic of multiplatform distribution by media companies. Based on the review of key literature on this topic, it presents a cost analysis for the choice of platforms by media companies. This analysis explains the mechanism of how a media company minimizes its costs of multiplatform production and distribution, and optimally allocates its resources among multiple platforms. The chapter also investigates the relationships between/among platforms using the cross elasticity of demand and the economic concepts of substitute and complement, and suggests the optimization strategies for a media company to maximize its revenue. Finally, it proposes three applied research topics based on the cost analysis, and three theoretical research topics from media economics and management perspectives.
