Telecommunications is the commercial, non-profit organization involved in the development, production, distribution, and performance of entertainment and information to the public via electronic means. Recently, interactive media has begun to interest many consumers. Of the four media functions, the distribution section is the one most affected by any changes made in the industry. As changes like these are continually made, media companies need to be prepared, so they can continue to produce revenue and profits. Distribution receives the most attention because you need to know consumer demand for interactive media and what will be the most effective way to distribute this service. This change also impacts distribution because they have to do audience research. And, having done this, they will know and respond to the interests and needs of the consumer. Case study no. 2Telecommunications are characterized as an industry of technology and innovation. The business includes the use of cameras, computers, transmitters and many other technical devices. For this reason, telecommunications managers must have basic technical knowledge of this business. Technical skills in a manager are important because he must be able to supervise employees and manage facilities. Every year there are new developments in modern technology. These technological changes pose serious challenges to media management. They must continually make decisions about what new equipment to buy for the company and what it will take to stay on top. Basically, understanding airwaves, computer operations, recording systems etc... will enable the media manager to make wise purchasing, expansions and employee decisions in an ever-changing high-tech industry. Case study no. 3 Product life cycle theory marks the stages of industrial development from innovation to growth, maturity and decline. Many major media companies are in a mature stage. Unfortunately, some businesses are in decline. To stay in business, many of these companies must reposition themselves for an information-based economy. To stay ahead in this changing economy, companies must focus on how new products are delivered to consumers. In the innovation phase of the product life cycle, manufacturers must spend most of their time on research and development (making and perfecting the product) and marketing (getting consumers to buy). The goal is to influence consumers to try a product by impressing them with its value. Competition is an important part of the growth phase.