<p>Since the mid 1900s the organizational perspective in media producing companies has changed. The focus has shifted from just being a laborer to the person behind the effort. The most important for an efficient and smooth organization is the motivation of the employees and the social working environment. Former research argues that managers must be coaches and that crucial factors for the survival of organizations are creativity, innovation and adaptability. With this study we investigate what motivates employees to use their creative skills. We also examine the leader’s importance concerning motivation and how this could lead to a more pleasant and productive organization. The focus is on media producing companies to obtain the media management perspective. The method we have chosen is qualitative research interviews. We have interviewed three leaders in three different media producing companies. We have used questionnaires where staff members were asked questions about their motivation, creativity, communication and experience of leadership. The analysis is based on our collected data and earlier research in this field. Our conclusions are that employees with careers in media producing organizations have many factors that affect motivation and creativity at work. Leaders have great influence and significant impact on these factors. Managers and people with leadership positions need an understanding and awareness of the employee’s whishes and their demands of the executives and the organization. To have a continuous assessment of employee satisfaction and their wishes is very effective. To educate both new and existing managers of the factors which affect the employees could be a winning concept.</p>

Since the mid 1900s the organizational perspective in media producing companies has changed. The focus has shifted from just being a laborer to the person behind the effort. The most important for an efficient and smooth organization is the motivation of the employees and the social working environment. Former research argues that managers must be coaches and that crucial factors for the survival of organizations are creativity, innovation and adaptability. With this study we investigate what motivates employees to use their creative skills. We also examine the leader’s importance concerning motivation and how this could lead to a more pleasant and productive organization. The focus is on media producing companies to obtain the media management perspective. The method we have chosen is qualitative research interviews. We have interviewed three leaders in three different media producing companies. We have used questionnaires where staff members were asked questions about their motivation, creativity, communication and experience of leadership. The analysis is based on our collected data and earlier research in this field. Our conclusions are that employees with careers in media producing organizations have many factors that affect motivation and creativity at work. Leaders have great influence and significant impact on these factors. Managers and people with leadership positions need an understanding and awareness of the employee’s whishes and their demands of the executives and the organization. To have a continuous assessment of employee satisfaction and their wishes is very effective. To educate both new and existing managers of the factors which affect the employees could be a winning concept.