This book analyzes the challenges facing public service media management in the face of ongoing technological developments and changing audience behaviors. It connects models, strategies, concepts, and managerial theories with emerging approaches to public media practices through an examination of media services (e.g. blogs, social networks, search engines, content aggregators) and the online performance of traditional public media organizations. Contributors identify the most relevant and useful approaches, those likely to encourage creativity, interaction, and the development of innovative content and services, and discuss how such innovation can underpin the continuation or expansion of public service media in the changing mediascape.