Journalist and author Juan Luis Cebrián, CEO and Chairman of the Executive Committee of the Spanish Media Group Prisa, delivered the keynote address at the graduation ceremonies of the world's first global Advanced Management Program in Media and Entertainment (Media AMP). The Media AMP is a major industry program that provides sophisticated management tools to prepare the next generation of industry leaders for the media and entertainment business challenges of the future.
In his speech, Cebrián, who is a strong advocate for education, addressed the program's first set of participants, which includes C-suite and upper-level executives from 10 different countries – Brazil, Iceland, Italy, Kenya, Malaysia, Mexico, Nigeria, Portugal, Spain, and the United States. Companies represented in the program include NBC Universal, Telecom Italia Media, Astro Media and others.
Cebrián discussed how the digital disruption has drastically changed the competitive landscape in media and entertainment, so that traditional media companies are no longer just competing with each other, but also with companies like Google, Microsoft, Telefónica and even Coca-Cola.
The Media AMP is jointly presented by industry thought leader The Paley Center for Media and top-ranked IESE Business School. Three modules are held at the IESE New York Center in midtown Manhattan, and one module at The Paley Center for Media in Los Angeles. The program began the first of its four one-week modules in late January this year.