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Thomas Hess
intermedia – Structural Change of Intermediation in the Media Industry
Keywords: computers and society, miscellaneous
Media companies are potentially more subject to changes induced by innovative information and communication technologies. Already the narrowband and stationary first-generation internet has deeply affected the media industry. New companies have established themselves in the market, have taken over the functions and tasks of established companies and created new offerings. Potentially the changes emanating from the second-generation internet will strike the media industry even harder. Broadband access will allow to access not only print and audio, but also video content. Therefore, there is virtually no company in the industry which is not affected by the current strategic changes. The intermedia research project analyzes the potential impact of the so-called content intermediaries in the media industry in ten sub-projects, involving contributions from the three distinct disciplines of management science, computer science, and communication science. This article provides insight into the work and intermediate results of intermedia by briefly discussing three central and intensively discussed phenonema. First, the logic of converging platforms and diverging end devices is explained. Further I will discuss why horizontal integration of media companies will be a major trend in the industry. At last, I will point out the necessity of a thoughtful strategy concerning the personalization of media content.
it – Information Technology (vormals it+ti), Oldenbourg Wissenschaftsverlag
Print ISSN: 1611-2776
Volume: 48, 04/2006
Pages: 210 - 217