Advanced Search

Save Or Share This Report

For CMO Professionals

The Digital Media Product Innovation Imperative

Identifying Organizational Priorities For Creating New Digital Media Experiences

April 7, 2011

Primary author headshot


Why Read This Report

The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated, many media companies have successfully launched themselves headlong into the rebuild phase of the digital media transition. So far, they have largely replicated their traditional analog products — TV shows, movies, books, magazines, and newspapers — in digital forms. While this is a good start, they won't complete the digital transition until they have created entirely new digital media products that fulfill the promises made by digital technology. If today's media companies don't do it, a host of outsiders like Facebook, Google, and even Microsoft will be happy to do it for them. Forrester recommends that media companies get a jump on these outsiders by establishing formal organizational priorities for product innovation.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research