ODDP FS00A - Online Media: From Content to Business

Over the past decade, we have witnessed an explosion of the online media. Internet, technology, mobile devices have totally changed the way we consume the information. It all has led to the revolution in the media landscape, with a clear trend: everything is now happening online. All traditional media are trying to adapt to the new reality and go online. We have witnessed an unprecedented boom of pure-player online media all over the world. As a result, the online media space became very crowded and competitive. However, while launching a new online media business may seem to be relatively easy, building a sustainable and solid business in the long-term isn't so simple. How to navigate in this vast online media space? How to create a new online media that makes sense and meets the constantly changing audience needs? How to survive in this rapidly evolving and extremely competitive environment? The purpose of the course is to explore the online media universe, its main challenges, business models and development strategies. This course will be useful for those who envisage to create a new online media venture from scratch, as well as for those who want to join one of those leading existing online media and rapidly evolve in the industry. This course will be structed around some basic fundamentals describing online media industry, as well as detailed analysis of existing business models and development strategies based on real case studies. COURSE OUTLINE 1. Introduction to online media. Online media landscape. Competitive landscape. 2. Distribution modes. Omni-channel vs multi-channel. Platforms. Audience. 3. Organizational structure. How does online media work? Introduction to business models. 4. Advertising based business model. 5. Subscription based business model. Hybrid business models. 6. Diversification patterns. 7. Valuation of the online media businesses. Big Success and Big fail cases. 8. Expert session 1. How to grow the audience? 9. Expert session 2. How to collaborate with platforms? 10. Expert session 3: Real case studies: “Konbini: from loss to profitability”. “The Bell: pivoting the model.” 11. Group presentations 12. Group presentations
Elizaveta OSETINSKAYA,Irakliy LOBZHANIDZE
Enseignement électif
English
essions are divided into lectures, discussions as well as individual and group case studies. Each session is devoted to deep dive into a specific aspect of online media universe (i.e. classification, competitive landscape, organisational models, business models, KPIs, valuation etc), as well as real case examples and live discussions with experts.
Autumn 2024-2025
4 credits Class participation 30%,  Mid-term assignment 30%,  Group final presentation 40%.
24h (12 sessions of 2 hours).
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