The ‘mediafication’ of business: How leaders in digital operations are becoming company heroes

Abstract

Media are converging on both a macro (across industries) and a micro level (in content consumption) as entertainment companies expand beyond their core sectors and non-media companies increasingly integrate media assets into their offerings. This ‘mediafication’ of business is propelling companies into new arenas that present a wide variety of operational challenges. This paper discusses how media asset management initiatives, which are being developed to address the latest challenges, can vary widely, even within the same sector. It also explains how the capabilities developed as a consequence of these operational initiatives can become valuable assets in their own right, creating ‘engines of innovation’ that convert cost centres into centres of innovation for new products and services. Leaders in digital asset management are becoming heroes through the development of these new products and services that drive additional company revenue.