INTEGRATIVE MODEL OF MEDIA CONTENT PRODUCTION FOR PRINTED MEDIA IN MULTIPLATFORM PRODUCTION CONDITIONS

In this paper authors give an overview of media content production in multiplatform production conditions. They examined methods of multimedia and cross media content production from the perspective of external observer, based on existing theoretical background. Analisys of the degree of media convergence of Croatian daily newspapers shows that the production of content for specific platforms is not unified nor sufficiently use the opportunities provided by new technologies. This paper proposes a new model of content production that would encompass different phases of production and ensure quality multiplatform distribution.