Chapter 1
State of the Business
Overview of the Dynamic Media Industry -
Key Findings - Internal Support Services
Chapter 2 The
Impact of Change on Media Services
Key Findings - The Roots of
Change - Impact of Change on Media Organizations - AT&T: And
Then There Were Three - The Home Depot: Building on Success -
Closed Departments
Chapter 3
Best Practices: Making It Better, Faster and Cheaper
Best
Practices Defined - Management Best Practices - Marketing Best
Practices - Production Best Practices - Technology Best
Practices - Staffing Best Practices - Vendor Relations Best
Practices
Chapter 4
Tools of the Trade: The Impact of Technology
The Pace of Change
- Democratizing the Tools of Media Creation - Time Compression
-Media Technology Overview - Program Distribution - Chuck Berry
to Bluetooth and BlackBerry
Chapter 5
Following the Money: How Media Production Dollars Are Allocated
The Questions - Size of the Industry - The Survey Results -
Trends in Media Department Expenditures - Bypass Production Work
- Cost Allocation - External Sales and Rentals
Chapter 6
Where the Rubber Meets the Road: The For Whoms, Hows and Whys of
Media Production
Trends in Media Production - Types of Media
Produced - How the Media Are Used - Outsourcing - Bypass Work
and Internal Agencies - Conclusions
Chapter 7
Gold at the End of the Rainbow: Capitalizing on Media Assets
Why
Asset Management? - Assets Defined - Asset Management
Implementation - Leveraging the Assets - Conclusions
Chapter 8
Getting the Work Done: Staffing and Productivity
Patterns of
Change - Productivity - Staff Size and Staffing Trends - Titles
and Functions - Contractors and Freelancers
Chapter 9 The
New Media Services Model: Internal Groups
Forces Driving the New
Internal Media Services Organization - Characteristics of the
New Internal Media Services Organization - Convergence -
Integration: The Walls Come Tumbling Down Drummers in a Global
Village
Chapter 10
The New Media Services Model: Production Companies
Mills/James
Productions: Moving into the Top 100 - Critical Success Factors
- Integration - Moonfish Production: Fast Start in a Growth
Market - Is Bigger Better?
Chapter 11 A
Look in the Rearview Mirror: What's Past Is Prologue
Emergence
of a New Industry - Conspicuous Acquisition - Content: From
Novelty Value to Shareowner Value in Three Phases - Heading for
Phase IV
