Innovation and leadership in the media industry: Media Market Monograph

Research output: Book/ReportBookpeer-review


People are the most important resource for a leader to manage. And the leader must have it very clear to achieve success within the media industry. The reduction of technology costs and the so-called “democratization of communication” have generated a new scenario where many of the barriers that used to exist between big and small companies have been eliminated. Changes have generated enough space for all to find a place, but it is necessary to fight hard in order to captivate an aloof and disrupted audience. It is no longer important if the content is created by 50 or just 2 people, or if there are state-of-the-art equipment. What is important, probably more than ever in the media history, is if the content is appreciated and consumed by the audience, because in that way, it would be possible to generate income in some phase of the value chain, become profitable, remain through time and not being just a passing fad.

It would be useless to have the best resources, facilities or support if the leader, as the organization’s senior manager, cannot make journalists, photographers, TV producers, directors, scriptwriters, and managers to generate attractive products.

The distinguishing feature of a leader’s job is the ability to motivate others, her creativity to encourage others, the innovation she develops, her talent to keep people in the organization and the future vision she has and conveys to the people she has in charge. She should have to be able to develop a series of actions to fulfill her goal driving successfully the media and entertainment company.

Thus creativity and innovation must become a key issue. Without them it is pretty hard that an organization improves its content continuously and develops its business model to generate sustainable competitive advantages.

Journalistic and entertaining products are, most of the time, less stable and lasting, therefore it forces, almost day–to-day, to change in style and content what is done, what is wanted and to whom is elaborated.

Being creative and innovative is not enough. Leaders who lead media and entertainment enterprises must understand that rigorous work process is required. Having good ideas is not enough, they do not secure success, it is necessary to transform ideas into real and concrete opportunities in order to increase and improve what we have.
Original languageSpanish (Chile)
Place of PublicationEspaña
PublisherEunsa. Ediciones Universidad de Navarra
ISBN (Print) 978-84-8081-411-9
StatePublished - 2012

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