At the business viability level, finding ways to survive financially is one of the most pressing concerns. This requires almost constant revision of value propositions, and in turn, opportunities to diversify. Media management skills are needed to effectively navigate the business side of operations.
At a systemic level of media viability, the market conditions for public interest media are not favourable. Funding for media remains small globally. Hostile financial conditions can be influenced at the government level, including the risk of media capture, unfair government advertising, license distribution and subsidies, little budgetary support and unfair competition. Overall, the returns on advertising in the platform economy are small.