In this fourth edition of the industry staple, veteran media executives Jeffrey C. Ulin and Tim O’Hair provide an accessible and contemporary overview of business theory and practice across key global market segments—film, television, and online/streaming. With an insider’s perspective, this book explores how an idea moves from concept to profit and how distribution dominates the bottom line: Hollywood stars may make the headlines, but marketing and distribution are the behind-the-scenes drivers converting content into cash. In this fourth edition, the new focus will be on the growth and diversification of streaming video—with its inherent issues and maturation—and how AI is poised to impact market segments. As with previous editions, the material is interwoven with perspectives from key industry executives at studios, networks, agencies, and streaming leaders. This book is an essential resource for creatives and professionals in the distribution business, providing a virtual apprenticeship to demystify the complicated media markets and to illuminate how digital technology has impacted the ecosystem. Readers will be able to glimpse into the future of how film and television content will be financed, distributed, and watched. Online eResources contain further discussion on topics presented in this book.