Legacy media are under threat of gradually losing a major source of their income – advertising. Consequently, media audience measurements are being developed to better suit the multimedia world in three Nordic countries: Norway, Denmark and Finland. The findings suggest that: (1) media convergence is bringing pressure to build strategic alliances among competing media that have previously operated autonomously, (2) strategic competitive alliances are not always voluntary but forced, can be formed around core resources, and may be zero-sum relationships, and (3) path dependency and dominant designs in knowledge and business processes impede change in the media industry.
- media currencies
- competitive alliances