ABSTRACT
This chapter reviews the issue of media transformation. In the media policy section, the stakeholder analysis and the network approach are integrated to construct a framework for analysing the interplays of various interest groups in the arena of media policies concerning the issue of media transformation. Apart from media brand, scholars have also advised that some intangible resources, such as expertise of specific industry or market, cultural relevance with local communities, as well as long-term connection with local businesses, are positive factors to promote corporate expansion of media firms. In the academia of media management, researchers agreed that the adjustment of structure should keep step with the changes of primary activities in media organisations. The conservative attitude towards changes can be seen as a compromised reaction when media practitioners have to response to rapid changes in market demands and increasing economic pressure.
