In the past years, the media European industry has been developing someone of the most well succeeded cases of business adaptation to the new regulatory, technological and market challenges. After the emergence of the difficulties felt in the traditional sectors, the enterprises begin today to find answers anchored in new practices of management. Presented on 20 of May in the Catholic Portuguese University, during the 8.th World Media Economics and Management Conference, «The Changing Business Media Environment» presents to the European market several representative examples of this evolution, set out by renowned authors in this scientific area.