Abstract
Mediaset Group is the leading commercial television operator in Italy and Spain. This paper describes how it transformed its sport content division into a sport agency with a cross-media approach to content. The combination of new technologies and conscious reorganisation has led to an ‘industrialisation’ of the content production value chain. The new end-to-end digital integrated workflow has reduced time-to-market, improved agility, and maximised efficiency and effectiveness, resulting in an increase of more than 100 per cent in the volume of content being distributed. The paper concludes that while change is often disruptive, digital transformation presents an exciting opportunity. For companies to take full advantage of this opportunity, however, they must evolve and transform appropriately.
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