Media strategy, as used in the advertising or content delivery (online broadcasting) industries, is concerned with how messages will be delivered to consumers or niche markets. It involves identifying the characteristics of the target audience or market as well as who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behavior of the target audience or market pertinent to the initial brief. Examples of such strategies today have revolved around an Integrated Marketing Communications approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc. This concept has been used among proponents of entertainment-education programming where pro-social messages are embedded into dramatic episodic programs to change the audiences attitudes and behaviors in such areas as family planning, literacy, nutrition, smoking, etc. Overview Media is a means or tool that is used to express and communicate messages to targeted audiences. There are various types of media, including but not limited to visual media, audio media, and traditional folk art media. Those can also overlap with each other, television is a typical example of visual-audio media. Strategy, on the other hand, is a plan created to help an individual or organization to achieve certain goals. Media strategy, specifically, is commonly applied in the public relations, marketing and advertising industries. By leveraging different forms of medium, media strategy could efficiently play an effect in establishing a good customer relationship, building a decent brand image, improving flatten sales revenue, and so on. Stages In the way of generating a media strategy, there are three stages of building a strategic framework- initiation, diffusion, and maturity, and each stage will have its own focus. The initiation stage is the most common one that a majority of companies will go through when developing media strategies. It guides people to identify the target demographics and the corresponding best-fit channel by primary research and secondary research. Research findings will help understand the target audience in a deeper layer and thus avoid some potential risks as well as costly losses before implementation. Carrying out research is a key step to help decision-makers uncover the hidden side of the market and better understand the consumer behaviors accordingly. Once the target audience and media channel are determined, companies are geared to their goal when it comes to the