I'm not so sure an old tech company is the best choice to advise old media companies. Exhibit A is this summary from MediaPost Publications today. In it, IBM talks about how old media companies can solve their problems by creating a "Chief Consumer Officer" (CCO) position.
The IBM report goes on to say how old media outfits need to "put consumers at the center of your business and boardroom--create a consumer-obsessed culture and place a premium on continuous consumer feedback." Is that really something new? Don't most successful companies have a pretty strong consumer focus?!
What I object to most though is the notion that a new CxO-level position is suddenly going to change a company's DNA. That's what it will take, btw, to get some (most?) old media organizations to adjust their course. You don't accomplish that with some new senior executive position on an org chart. You tackle that by first making sure the entire (existing) executive team buys into the vision. Then you make sure the rest of the organization, from top to bottom, is on board. This probably means bringing in some new blood at certain levels, but not simply adding a new executive position and naively thinking this new CCO will fix all the problems!
I think the folks at IBM need to read Patrick Lencion's fine book, Silos, Politics and Turf Wars... It does a fine job explaining the ins and outs of this sort of thing. (In the interest of full disclosure, this book was published by my employer -- regardless, it's still an excellent read!)