Entertainment is the progressive industry of mass media and show business. Advertisers in the U.S. spend millions for features and commercials in famous reality shows. Thirty second commercial spots for sports events cost advertisers millions. Political candidates are using social networking websites and portals to advertise and to debate their positions. The growth of the Asia Pacific region and the rising affluence of the Latin American countries are fueling the evolution of the global mass media market. Entertainment is a synergy of music, television, advertising, theater, film, finance, journalism, and technology.

The global entertainment industry is challenged by the timing of the synergies. Digital media moves at a faster pace than record albums. Copyrights and royalties are debated, challenged, and negotiated. The cost of calculating, maintaining, protecting and collecting fees are skyrocketing, resulting in losses and encouraging the debate to filter internet based businesses. Additionally, the cost of advertising continues to soar and the effectiveness is still unable to be determined. There is insufficient and unreliable data on the viewing, spending, shopping and internet browsing habits of consumers. Companies need to leverage sophisticated and integrated operational and process excellence in order to position themselves in the appropriate marketplace.