Exploring Business Model of Internet-based Digital Media

In addition to their inherent educational and informational functions, media have an economic side, and particularly the digital ones are treated as a great revenue source or a business as a whole. The present study proposes a framework for business in internet-based digital media. This is a quantitative research applying Grounded Theory to reach its objectives. Research data were collected through semi-structured interviews with 12 digital media institutes’ content suppliers, products/services sales persons, IT and technical and advertising staff. Findings indicate that in the media business model, there are six main players, namely, digital media, government, firms and organizations, public (customers), advertising agencies and other media. Establishing balance among these sectors would lead to sustainability of the media business.