Although multimedia, television, and advertising companies are known for their innovation and creativity, and idea management system should be in place to bring guidance and direction into these businesses. Large media firms and organizations hire individual employees to manage their digital assets. On the other hand they do not hire individuals to take charge of their innovation management. With building a specific budget, these companies hire innovation consultants to oversee their innovation management or build an idea management system. Viewers and consumers of these programs and on the Internet create their own content in response to shows and brands. Co-creation introduces new challenges for digital asset managers, including deciding what content to manage.