Innovation for Media Content Creation

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Tools and Strategies for Delivering Successful Content
By Marlon Quintero
Hardcover, 6×9, 344 pages
ISBN: 978-1-60427-104-1
June 2015

ISBN: 978-1-60427-104-1 Categories: , ,


Innovation for Media Content Creation provides a fresh approach to the strategic, logistic, creative, and managerial aspects of media content and television programming development.  Mr. Quintero has taken the philosophy and methodologies of innovation that have traditionally been confined to use in product development and manufacturing or technological environments, and applied it in the media industry. This well-organized, step-by-step guide provides the framework and tools needed to deliver innovative, creative content successfully and consistently in today’s multi-platform television landscape. Executives, creative professionals, and students alike will find value in this one-of-a-kind book.

Key Features

  • Defines the essential components of the innovation process
  • Outlines the functionalities and activities needed to produce winning TV show concepts through the Value Chain of Innovation for Content Creation
  • Explains the important processes that follow creative development including strategic research, exploration, concept development, the sales pitch, marketing, production, and support activities
  • WAV™ offers a keynote presentation on innovation with real-world examples and references, a team matrix to build and understand an innovative team, and numerous worksheet templates—available from the Web Added Value™ Download Resource Center

About the author(s)

Marlon Quintero has over 20 years of experience developing and producing more than 4,500 hours of innovative and creative television programming in the U.S. and throughout the world.

Currently, Quintero is the Managing Director of CIC Media (Center for Innovation and Creativity in Media), a company founded to provide training, consulting, and leading content solutions for the entertainment industry. Among its projects, he is leading the implementation of an innovation lab for Televisa International where Marlon acts as chief creative officer of the Global Entertainment Formats Operation. As part of the training initiative within CIC, Quintero has launched a series of seminars and workshops that have been presented successfully in Miami, San Francisco, Los Angeles, Mexico, and Caracas in conjunction with the University of Miami, San Francisco State University, University of Southern California, and Tec Monterrey DF. A new slate of seminars is in preparation for 2016.

In his career, Quintero has held leadership positions at Univision and Sony Pictures Television where he achieved a high level of success implementing innovation in the development of content and leading many international initiatives. He has also worked for clients such as Warner Brothers, Zodiak, Hola TV, Sony Music and produced award-winning content for MTV, Nickelodeon, Televisa, Venevision, Televen, and SET.

Quintero is an industrial engineer with a Master of Arts (with honors) in Television Production from San Francisco State University and a MBA with studies focused on Entertainment, Marketing, and International Business from the Marshall School of Business at the University of Southern California.

Table of Contents

Chapter 1: The Importance of Being Strategic
Chapter 2: The Meaning of Strategy
Chapter 3: Defining Who You Are: Creative Individual, Creative Executive
Chapter 4: Finding Where You Are
Chapter 5: Assessing What You Have

Chapter 6: Understanding Creativity
Chapter 7: Who’s Creative?
Chapter 8: Leadership & Creativity
Chapter 9: System of Creative Validation in Media and the Socio-Cultural Model of Creativity

Chapter 10: Understanding Innovation
Chapter 11: Classification of Media Content Innovations
Chapter 12. Drivers for Content Innovation

Chapter 13: Key Components of the Process of Innovation
Chapter 14: The Discovery Circle.
Chapter 15: Implementing a Value Chain of Innovation

Market and Creative Strategic Research

Creative Exploration

Concept Development

Sales Pitch and Marketing Tactics

Development: Creativity, Innovation and Expectations

Production Supporting Activities

Chapter 16: The Full Circle of Innovation

Chapter 17:  The 360 Model of Media Innovation, Exploitation and Growth
Chapter 18:  Final Thoughts and Recommendations


“Marlon Quintero has written an amazing book that brings together years of research and professional experience, and clearly explains innovation and the creative process. This book is a must-have for anyone involved in the creative process who is asking, ‘where is the next hit coming from?’ This book answers that question.”
Carlos R. Bardasano, Vice President, Original Content, Univision Communications Inc.

Innovation for Media Content Creation takes you by your hand and guides you step by step through the process of creating innovative content for media. It presents a valuable model that helps generate and evaluate ideas, and translates them into usable content with minimal false steps. Most important for a professional, it suggests how to do so on a regular basis. Whereas no model can guarantee success, the one in this book will make success more likely.”
Herbert Zettl, Professor Emeritus, Broadcast & Electronic Communication Arts, San Francisco State University

“Quintero introduces the concept of innovation in a methodological way, and the idea of strategy for creative individuals—a much needed concept in our ever-changing world of entertainment.”
Ligiah Villalobos, producer and writer

Innovation for Media Content Creation is an essential handbook for today’s media professional interested in understanding how to apply the concepts of strategy, creativity, and innovation to the development of successful media content. Quintero applies his 20+ years of experience as an international Emmy-nominated television producer and creative strategic global executive in developing a model for content creation, production, and distribution, in this insightful and very readable book.”
Ronald J. Compesi, Ph.D., Professor Emeritus, Broadcast & Electronic Communication Arts, San Francisco State University