3  Media Management

Introduction

Media management is a term that different people understand according to the context. This partly stems from the word “media.” The word even has several meanings within the concept of asset management. As the plural of medium, it can refer to the way something is communicated, as in the medium of sound or the medium of television. From this we have the “mass media” meaning newspapers, magazines, radio, and television. Another meaning is as a substrate for content, as in tape media. This usage has its roots in such use as the artist’s medium; the water or oil that carry the pigments that are used for painting. Exploiting these many uses, the American television comedian, Ernie Kovacs, once said: “Television: a ...

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