For Consumer Product Strategy Professionals

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	December 15, 2009 Media Product Innovation: Building Products That Thrive In The Media Meltdown by Mark Mulligan with Nick Thomas, Laura Wiramihardja

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Executive Summary

Fundamental shifts in consumers' perceptions of value underpin the current period of crisis in which the media industries find themselves. Consumers are not falling out of love with media but instead with its 20th-century product iterations. Those consumers who currently spend extensively but consume modestly will be most exposed as the media distribution paradigm is superseded by the consumption era. A new framework for media product innovation is required to align media industry content assets with 21st-century consumer behavior and demand. The exhaustive process of product innovation and rebuilding that this entails will be media businesses' ticket out of the media meltdown.

TABLE OF CONTENTS

• The Shifting Sands Of The Media Meltdown Topple 20th-Century Media Products
• The Fundamentals Of Media Business Are Recast

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