Mercedes Medina teaches Media Economics and Entrepreneurship in Communication at the University of Navarra (Spain). Her research interests are focused on media markets, strategic management and quality in media content.Mónica Herrero is Dean of the School of Communication of the University of Navarra (Spain). She lectures in Media Management and her research focuses on television economics and new relationships in the digital era.Alicia Urgellés is a PhD candidate in the Department of Media Management at the University of Navarra (Spain). Her research focuses on entertainment media economics and business models in the video-on-demand context.

• Foreword  ixRobert G. PICARDIntroduction  xiiiMercedes MEDINAChapter 1. New Paradigms of Audiovisual Industry  1Mercedes MEDINA1.1. Toward political freedom 21.2. Media economics challenges  51.3. International trade of ideas  111.4. Bibliography  16Chapter 2. The Threat of OTT for the Pay-TV Market  19Alicia URGELLES2.1. The “new” barriers to entry and value chain 202.2. The pay-TV competitors in Spain  242.3. The competitive and cooperative strategy of Netflix  282.4. Bibliography  36Chapter 3. The Resistance of Legacy TV Channels 39Mercedes MEDINA3.1. The engine of audiovisual market  403.2. Economic potential  463.3. Contribution to society  483.4. Bibliography  52Chapter 4. The Public Service Heritage 53Mercedes MEDINA4.1. The crisis of the Spanish public television  554.2. The current challenges  594.3. Recommendations for the future  624.4. Bibliography  63Chapter 5. The Battle for Audiences 65Mónica HERRERO5.1. The battle for time in the media market  655.2. New measurement systems 685.3. Toward qualitative research 705.4. Bibliography  74Chapter 6. Entertaining Power: Quality of Contents 77Mercedes MEDINA6.1. Defending media content quality  796.2. Perspectives of quality on TV  816.3. Searching for quality 896.4. Bibliography  93Chapter 7. From Attention to Engagement in the Battle for the Audiences 97Alicia URGELLÉS7.1. Attention economy: the relationship with the creative mastermind  997.2. Engagement as the completion of the relationship  1037.3. Trends and practical implications  1077.4. Bibliography  114Chapter 8. Monetizing in the Digital Era 119Mónica HERRERO8.1. Traditional funding systems of broadcasting 1208.2. Broadcasters and online activities  1228.3. The new online business 1268.4. Bibliography  130Chapter 9. Implementing Innovation Strategy  135Mercedes MEDINA9.1. Innovation culture 1379.2. Media transformation 1419.3. Final thoughts 1479.4. Bibliography  148Index 153