For Media & Entertainment Professionals

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	September 28, 2004 Peter Chernin's 10 Rules For Media Survival News Corp. President Challenges Media Complacency In The Digital Age by Josh Bernoff with George F. Colony	Average: 4  (2 ratings)

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Executive Summary

News Corporation President Peter Chernin isn't shying away from the media industry's biggest problems — he's challenging his fellow executives to face them head-on. Chernin wants networks and advertisers to work together on new formats, and he wants content companies to turn to technology for new forms of distribution. As fragmentation and ad-skipping swell, live events will rule — and piracy will become the deadliest threat to profits. Based on this speech, Chernin is the most forward-thinking senior executive in media — the industry and its advertisers ignore his warnings at their own risk.

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