Multi-platform media and the miracle of the loaves and fishes (2015)
Abstract: Drawing on findings from a UK 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, economic and policy issues involved in making that transition. It argues that the current migration towards a multi-platform approach 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 public policy of an ever-growing commitment to multi-platform strategies.