The task of the leader in today's media industry

Abstract: In the first and second decades of the 21st century, the media industry underwent an intense digital transformation. This transformation made their products and services go digital. The media began to take advantage of technologies such as mobile networks, cloud storage, and high internet speeds. What made the media have to constantly innovate. Therefore, in these crucial moments, it is necessary for there to be leaders who influence, keep awake and motivate human talent, so that new opportunities are taken advantage of through innovation. This paper analyzes the current state of the media industry and notes some variables that the leader must consider, for example, the value chain and new technologies. In addition to the external forces that Alborran (2011) considers: globalization, regulation, the economy and social aspects. In this research, the importance of leadership is established and the tasks of the leaders of the media industry are indicated, for example, to generate a quality environment that favors innovation and creativity, since the natural and organizational barriers to innovation must be broken.

Keywords: Leadership, Media industries, Media management

DOI: 10.54941/ahfe1002237

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