The necessity of creative media industries in media organizations

 The performance of media organizations is affected by the quality of the content they create, and the act of creating content, which is a basic activity in the media production process, requires creativity. Due to the non-standard nature of media products in the long term and the high demand of consumers for new products, creativity in media organizations is considered a vital strategic resource.This research claims that one of the most efficient strategies in the field of this media competition is the use of creativity and innovation in various organizational, management, production and content areas. Creativity and innovation is a strategic resource for media organizations in critical situations.In other words, nowadays creativity and innovation and its management is a strategic need for media organizations. These organizations need a special mechanism to be able to creatively manage creativity.This research has been conducted with a qualitative approach and using the theme network method by theme analysis in 3 overarching themes, 16 organizing themes and 127 basic themes from 12 interviews with experts and key informants, and based on the theories of creative media industries, innovation in Organizations, knowledge management, content production, communications, media capability and creative economy,