Telecommunications is a commercial and non-profit organization involved in the development, production, distribution and exhibition of entertainment and information to the public by electronic means. Recently, interactive media has begun to interest many consumers. Of the four media functions, distribution is the most affected by changes to the industry. Because such changes are still underway, media companies must be prepared so that they can continue to generate revenue and profits. Distribution receives the most attention because it is necessary to know the 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 n°2Telecommunications is characterized as an industry of technology and innovation. Business includes the use of cameras, computers, transmitters and many other technical devices. For this reason, telecommunications managers must have a basic technical understanding of this sector. A manager's technical skills are important because he or she must be able to supervise employees and operate facilities. Every year new modern technological developments appear. These technological changes present serious challenges for media management. They must continually make decisions about what new equipment to purchase for the business and what will be needed to stay on top. Basically understanding radio waves, how computers work, recording systems, etc. will allow the media manager to make judicious purchases and extensions. and employee decisions in an ever-changing high-tech industry.Case Study #3Product life cycle theory marks the stages of industrial development, from innovation to growth, maturity and decline. Many of the major media companies have reached a stage of maturity. Unfortunately, some businesses are in decline. In order to stay in business, many of these companies must reposition themselves for an information-based economy. In order to stay on top in this changing economy, businesses must focus on how new products are delivered to consumers. In the innovation phase of the product life cycle, producers must spend most of their time on research and development (manufacturing and refining the product) and marketing (convincing consumers to buy). The goal is to encourage consumers to taste a product by impressing them with its value. Competition is an important part of the growth phase..