University of Southern California

CTM Launches Future of Media
Initiative will Provide in-Depth Knowledge of Consumer Media Behaviors
June 11, 2013 • by News at Marshall

The Institute for Communication Technology Management (CTM) at USC’s Marshall School of Business announces a new, internal research consortium. “Future of Media,” a two-year research project, will study media consumption habits, corporate strategies and potential industry scenarios. Leading the industry research project will be CTM’s Chief Strategy Officer, Josette Bonte, who joined the Institute last year.

“We are delighted that YouTube, Warner Bros., Fox, Cisco, Qualcomm, Alcatel-Lucent, Seagate and PwC will join forces with CTM on the Future of Media and allow for a 360-degree view of the evolving media ecosystem. This initiative will combine academic research and best practices from the world’s leading media entities to share world-class corporate expertise in the fields of communications, technology and media,” said CTM Executive Director Lucy Hood. “CTM’s approach to research takes advantage of our position at an academic institution.”

In addition, Deborah Bothun, leader of PwC’s US Advisory Entertainment, Media and Communications practice, joins Qualcomm’s Bill Davidson as Board Chair at CTM, effective immediately. Bothun, who joined the CTM Board in 2009, assists PwC’s clients in adapting to the changing content and distribution marketplace. She is an advisor to Women in Film and serves on the New York Philanthropic Advisory Board for UNICEF. Bothun has been a key force in launching Future of Media, studying the shift in video viewing from traditional to Over-the-Top players like Netflix and Hulu.

“I am thrilled to step up to Co-Chair CTM’s Board, as I think that the Institute can play a key role in thought leadership across the communications, technology and media sectors. CTM’s consortium research allows partners and competitors to find a balanced, neutral forum for the exchange of ideas, business models, and evolutionary scenarios,” said Bothun. “No topic is more important to the Entertainment, Media and Communications sector than the Future of Media. CTM offers corporations in the arena an unbiased yet sophisticated view of the evolution of consumer behavior, and the implications for their businesses.”

About CTM:
USC CTM is a leading institute in tech, communications and media, with a unique combination of business and consumer insights. CTM is based at USC's Marshall School of Business, at the intersection of Hollywood and Silicon Valley. 25 corporate partners include AT&T, Verizon, Qualcomm, Cisco, HP, Alcatel-Lucent, Motorola, Ogilvy & Mather, Fox, Warner Bros. and Disney. CTM offers business leaders cutting edge multinational research, executive strategy conferences, and senior leadership education.

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.