The Future of Media Management & The Management of Future Media

Preface and the aim of research: this research has an obvious question: “how will be the future of media management” which can be more cleared by another question: “How will be the managementof future media”, why current media constantly alternating what seems to have taken on the traditional media which have become part of history. And these two questions immediately will challenge us with this thought that “Future media, themself how would be”. Afterwards with contemplation on this notion as well as through the enterprise architecture will figure out that "this how" will be including “Form, Content and infrastructure”. In the other hand, modality of future of media management or how will be the management of future media will have been defined by defining form, content and also infrastructure of future media. Methodology of research: Based on survey Methodology, this study can be classified as descriptive research and to do it, through library research methodology and Internet, with taking perspectives of approximately 500 specialists in communications, media, Futures Study, and ICT fields, Delphi method was used. Results (Findings): in this research, by redefining media and showing the developing relations of social and public media in addition six stages of “Media transformation”, supplementation of traditional media with digital dimensions, modality of producing new method by new form and content and finally necessity and expectations of the media audiences, it is specified which “There is no possibility of survival for traditional media” and “in next generation of media (future media) a new form and content must be presented”. Also, characteristics of "this new form and content" have been provided in "future media". Amongst essential features which were found in this research can be noted “Mandatory continuous change and definite destruction of form and content of the current traditional media, becoming "multi-format & hyper" all media products, eliminate of time and place of receive and broadcast, production and broadcasting on demand, COD & POD ( Cast On Demand and Produce On Demand), Accompany or mobility, Interactive, cyber, Cyborg, CybHuOrg, Socializing, Intelligent, and Being Based on Apps, and dozens of other features extracted from "form and content". Furthermore, concepts such as PGPC (Private, Governmental, Public, and Cooperational Management (that it is the structure of future media’s Owning. Architectural Model of Content, Global mobile media / GMM, Social Mass media / SMM, etc.

In this study by using different Enterprise Architecture and business models, the most efficient possible model has been suggested and identified which future of media means the future of "the form, content, and infrastructure ".