The core of this book is how to achieve the revitalization of the TV core business and sustainably secure the future viability of TV companies through cross-media content diversification. The growing need for innovation in the TV market, driven by eroding boundaries between content, technologies, and business models, is met with organizational inertia that limits the innovative capacity of large TV companies. Based on cross-media content concepts, specific organizational and personnel strategies for private TV companies are developed, along with implications for practical change management.