Remediation of Media Markets toward Media Entrepreneurship, how recession reconstructed media industry

The paper investigates evolution of media industry toward the media small and entrepreneur firms, which partly stimulates by global recession. Four questions has been asked:1) What is the effect of recession on media market and on entrepreneurial activities of small media firms and innovators? ,2)What is the strength of media entrepreneurs to rely on it, in emerging media market?, 3)Is focus of media entrepreneurs different from established and large media companies?,4) how media market should reconstructed to support this evolutions?. Theoretical framework of the study has based on extension of "theory of the firm" by Eliasson and Eliasson (2005) in media industry, which introduces the gap between innovation of entrepreneurial firms and operational efficiency of large firms, and proposes strategic fit for filling the gap. The approach used in the paper is triangulation of semi-structured interviews, industry trends analysis, and questionnaire of media entrepreneurship. first step conducted by questionnaire, the second step consists of industry analysis, which occurred by trends analysis of media industry in recent years, and third step includes semi-structured interviews with media entrepreneurs. Findings show that 1) because low barriers to enter, low capital requirements, more specialization of media production in digital sector, Recession caused media entrepreneurship raised as a suitable option for unemployed technical personnel. 2) Entrepreneurs often have suitable digital innovations, but they have problems in offer them to market, so commercialization of innovations is a critical step in media entrepreneurship success. 3) Niche markets which neglected before by media sector, especially in order of their low-profitability, are potent for entrepreneurial activities of small media, because new technologies, and increase in media small firms, made them profitable, 4) media market should reconstruct itself to provide the strategic fit for radical innovation potential of media entrepreneurs and operational efficiency of large media firms, so an exit market appear for media entrepreneurs to pursuit the different strategic choices, like acquisition, investment, joint, or growth.