During the past decade, Media industry has become one the strongest industries in the world, presenting a fast and exponential development. This state of affairs creates a growing necessity of specific tools of management to the professionals of the sector, in the sense of anticipating the present and future challenges, predicting the behavior of the consumers, technological development and the evolution of the value chains, or identifying new areas of investment. The present book which MediaXXI has just launched in the market comes to provide this gap, trying to supply the market with knowledge of theoretical and empirical basis.