Sylvia Chan-Olmsted is a professor and director of consumer media research at the University of Florida. She is author of the book, “Competitive Strategy for Media Firms”, which won the Most Significant Contribution to Media Management and Economics Award. Over the last 25 years, she studied broadcasting, cable television, satellite television, telephony, IPTV, mobile television, social media, and mobile apps industries. With the game changing arrival of the web 2.0 and mobile technologies that gave consumers the power of control and content generation, her research has shifted to examine more frequently media consumers rather than media firms and she also begun to incorporate more qualitative research methods and utilize emotional, cognitive, and behavioral measures. Under the Global Media Consumer Research Group, she is currently working on a number of projects: Rules of Content Marketing, Sports Sponsorship user diaries, modeling engagement with companies like Google Germany, Twitter Germany or publishers.