Multi-platform media and the miracle of the loaves and fishes

Doyle, G. (2015) Multi-platform media and the miracle of the loaves and fishes. Journal of Media Business Studies, 12(1), pp. 49-56. (doi: 10.1080/16522354.2015.1027113)

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Drawing on findings from our Economic and Social Research Council-funded research project which investigates how media companies have made the journey from being single sector to digital multi-platform suppliers of content, this article identifies some of the key managerial and economic challenges and opportunities involved in making that transition. It argues that the current migration towards multi-platform has altered not just media industry processes and output but, more fundamentally, it has re-configured the ways in which content is now being conceptualised by media managers. Multi-platform strategies have encouraged a vast expansion in the volumes of media content supplied and made available to media audiences at a time when, generally, the production budgets of media organisations have been tightly constrained. This article considers critically the question of how the transition to a multi-platform environment has facilitated such abundance in output and an apparently miraculous increase in levels of productivity across the media industry. It questions the implications for content and for policy of an ever-growing commitment to multi-platform strategies.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Doyle, Professor Gillian
Authors: Doyle, G.
College/School:College of Arts & Humanities > School of Culture and Creative Arts > Theatre Film and TV Studies
Journal Name:Journal of Media Business Studies
Journal Abbr.:JOMBS
Publisher:Jonkoping International Business School
ISSN (Online):2376-2977
Published Online:22 May 2015
Copyright Holders:Copyright © 2015 Media Management and Transformation Centre
First Published:First published in Journal of Media Business Studies 12(1):49-56
Publisher Policy:Reproduced under a Creative Commons License

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
537981'Multi-platform media and the digital challenge: Strategy, Distribution and Policy'Gillian DoyleEconomic & Social Research Council (ESRC)ES/J011606/1CCA - THEATRE FILM AND TV STUDIES