[ecrea] cfp: Media Convergence and Multi-platform Strategies

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Call for Papers
Media Convergence and Multi-platform Strategies

2014 Conference of the European Media Management Education Association

Tallinn, Estonia on 12 – 13 June 2014

Hosted by the University of Tartu and theTallinn University Baltic Film 
and Media School

Media enterprises are operating in times of digital convergence of media 
platforms and the blurring of market and industry boundaries. More and 
more media enterprises are responding to changing market conditions by 
moving from single-platform activities to multi-platform activities in 
which they supply content across distribution outlets. While 
multi-platform activities are becoming a widespread practice among media 
enterprises, the demands and levels of sophistication and issues that 
come with this, including organisational adjustment, content innovation 
and adaptation, and co-operation activities across formerly separated 
media-sectors, vary widely across enterprises and industry sectors.

The 2014 EMMA conference will highlight relevant current and future 
issues, and facets of market and industry changes and practices, 
regarding multi-platform strategies, concepts, tactics, operations and 
practices. The Association invites proposals for papers to be presented 
in the conference. Potential topics include but are not limited to:

Management issues: Management of innovation; management of change; 
organisational renewal

Organisational issues: How media enterprises reorganize themselves for 
creating and producing output for multiple platforms

Public policy and media regulation issues: Ownership rights and 
copyrights for multi-platform producers; changing bargaining powers of 
owners of content right

Human resource issues: Changing nature of media professions and skills; 
need for multiplatform training

Business model issues: Revenue models for multi-platform content 
distribution; production models for multi-platform content; changes in 
value chains

Industry issues: Co-operation between enterprises of formerly separated 
(sub)-sectors; issues relating to evolving industrial networks and 
cluster-building; creation of an innovation-friendly industry 
environment; formation of crossmedia conglomerates

Market issues: Changes in market structure, power and trends in 
concentration; convergence and divergence of markets, issues of market 
entry and mobility barriers

Audience issues: The role of audience participation and user-generated 
content for multi-platform strategies; multi-platform strategies and 
delivering public service to audiences

Media branding: The role of media brands for multi-platform strategies; 
crossmedia promotion; marketing trends and dynamics for media in various 
sectors (public, commercial, community, etc)

Content innovation and content adaptation issues: Transmedia 
storytelling; creation of new media forms and genres; the relationship 
between technical innovation and creative content innovation; how 
content is translated between different media platforms and adapted for 
various audiences (national and international)

Size issues: Small media enterprises vs. large media enterprises as well 
as small media markets vs. large media markets in terms of their 
competitive (dis)advantages with respect to innovative multi-platform 
strategies and performance

Global/local issues: Global standardisation issues; the role of global 
providers of communication infrastructure and media platforms (Google, 
Apple, Facebook, etc.); the opportunities of smaller local industry 
players to access and participate in the marketplace

Social media issues: Social media platforms as content outlets; 
challenges to and complementarities with traditional (mass) media; types 
and functions of content in social media

 Submission Requirements and Review of Proposals:

 Submissions are invited in the form of an abstract (750-word maximum) 
followed by a completed paper (6.000 word maximum) if the abstract is 
accepted. Only abstracts and papers in English will be accepted, as this 
is the conference language. All submissions will be peer reviewed in 
blind fashion by the Scientific Committee (at least two reviewers for 
each submission). The criteria for evaluation are as follows:

1. The substance of the abstract will provide a clear summary of the 
relevance this paper will have for and to the conference theme

2. Stipulates the theoretical grounding and framework

3. Outlines the methodology employed (if an empirical study)

4. Demonstrates links to relevant literature

5. Suggests anticipated (or known) findings and lessons learned first 
for scholarship and then also for the industry

 Please submit your abstract and provide 5 – 7 keywords using our 
online submission tool at: 
http://www.media-management.eu/conference/tallinn-2014/submit.html. We 
will start accepting submission by the end of October.

 For questions requiring clarification of this call please contact 
Ulrike Rohn ((ulrike.rohn /at/ ut.ee)).

 Important dates:

 Deadline for submission of abstracts 6 January 2014

Notification of acceptance 10 February 2014

Deadline for submission of full papers 15 May 2014

 Full papers submitted after May 15 will NOT be considered for the Best 
Paper Prize, an award given at each EMMA conference based on a peer 
review process (blind) for each paper received by the deadline.

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