Media Technology as an Entrepreneurial Diversification Factor

The following chapter addresses the fact that technology is not only an essential component of digital media products, but above all influences the diversification of media companies on the one hand and of companies in related industries (information technology, telecommunications) on the other hand. Media technology is examined in its bivalence: on the one hand as an enabler of innovation and diversification and on the other hand as a constraint of these. It will be discussed that various forms of media technology (from cookie-based reading of media usage and automated forecasting of behavior based on artificial intelligence and machine learning to the more basic aspect of digital rights management) influence and change every single stage of the traditional media value chain and thus also provide an opportunity for diversification. Four aspects of diversification through media technology are addressed in particular: (1) the change in product offerings, (2) the change in business model portfolios, (3) competition from and with companies in related industries (IT and TC), and (4) the automation and personalization of media services in the recipient and advertising markets.