The media industry is being disrupted and the ground is shaking after COVID 19. In short, the media industry needs to change and come up with sustainable business models for the future. Schibsted Media Group, pioneers and natural innovators, follow several paths. Naturally, much of the innovation happens within their existing news brands like VG, Aftonbladet, SvD, Aftenposten and others who have been front-runners in reinventing themselves. In addition to innovation within their brands, they have also created the “future hub” Next Media. Their task is simple, yet very tough: Innovate, grow and operate new initiatives that can become independent media businesses.