# The Evolution of Media: Internationalization, Live Events, and Technological Innovation

The Evolution of Media: Internationalization, Live Events, and Technological Innovation

In an ever-evolving media landscape, two prominent players—Prisma Media and the group Combat—are redefining their strategies to not only survive but thrive. Both organizations are taking bold steps towards internationalization, embracing technological advancements, and exploring new business models to capture a more significant share of the audience's attention. Their strategies highlight a shared vision of transformation, integration, and a commitment to delivering quality content.

Prisma Media: Aiming for Global Presence

Prisma Media, primarily known for its stronghold in France, is embarking on a journey of internationalization. This ambition aligns with the broader strategy of its parent company, Vivendi, which emphasizes transformation, integration, and expanding beyond local markets. According to Philipp Schmidt, Prisma Media's future will be shaped by acquisitions, partnerships, and the translation of existing content to cater to diverse audiences.

One of Prisma Media's main objectives is to establish itself as a champion of desirable media brands. This is evidenced by the successful launches of publications like Dr.Good! and the French edition of Harper's Bazaar. The focus on high-quality content is paramount, with the organization seeking to position itself as a leader in the economy of attention by providing free, quality resources to engage audiences.

Talent Acquisition and Technological Leadership

To support its ambitious goals, Prisma Media recognizes the importance of attracting top talent. With a training budget three times the industry average, the company is investing in its workforce to foster innovation and creativity. This commitment to internal mobility and employer branding is essential in an industry where content creation relies heavily on skilled professionals.

In addition to talent acquisition, Prisma Media prioritizes technological leadership. The organization has built a reputation for its ad tech team, which has successfully maintained stable digital advertising revenues despite challenging market conditions. This technological prowess is further enhanced by embracing new trends such as generative artificial intelligence and Web3. The creation of a centralized innovation team that conducts hackathons and learning expeditions illustrates Prisma Media's proactive approach to integrating cutting-edge technologies into its operations.

Combat: Expanding Through Live Events

On the other hand, Combat, under the leadership of Matthieu Pigasse, is making its mark through live events. Following successful partnerships with AEG and the expansion of the "Les Inrocks" festival, Combat is now launching a 100% rap festival in Dijon. This initiative aims to capture a broader audience, appealing not only to younger demographics but also to older generations who appreciate the genre.

Combat's strategy emphasizes live events as a critical area for growth. Currently, live events, radio, and magazine publishing each contribute approximately one-third of the group’s revenue. However, there is a clear vision that live events could potentially double their revenue contribution, marking it as the primary growth sector for the company.

Actionable Insights for Media Companies

As Prisma Media and Combat navigate their respective paths, there are several actionable strategies that other media companies can adopt to foster growth and innovation:

1. Invest in Talent Development: Companies should prioritize training and development programs to enhance employee skills and retain top talent. A commitment to learning can lead to innovative content creation and improved operational efficiency.

2. Embrace Technological Innovations: Organizations must stay abreast of technological advancements, such as AI and Web3. By integrating these technologies into their operations, media companies can optimize their processes, enhance user engagement, and create new revenue streams.

3. Diversify Revenue Streams: Exploring new business models, such as live events or content monetization strategies, can help media companies reduce reliance on traditional advertising revenues. Diversification can provide a buffer against market fluctuations and open up additional growth avenues.

Conclusion

The journeys of Prisma Media and Combat exemplify the dynamic nature of the media landscape. Their strategic focus on internationalization, talent acquisition, technological innovation, and diversification of revenue streams underscores the necessity for adaptation in an industry marked by rapid change. As they continue to evolve and redefine their roles, other media companies can draw valuable lessons from their experiences, ultimately contributing to a more resilient and innovative media ecosystem.