The media world is currently in a state of upheaval and transformation, triggered by the digitization of content such as music, literature, and videos. The number of ways customers can access content has multiplied in a very short time. Media companies are responding to this development with cross-media strategies, marketing existing content through additional digital distribution channels. Martin Schneider examines which approach is advisable when implementing a cross-media strategy and what opportunities it offers for television broadcasters. He demonstrates what organizational structure is suitable for TV broadcasters with a cross-media focus and how a control system can be designed to measure and manage the success of the strategic realignment. The research findings serve as a guide for media managers.