The course will give students methods and techniques which run the current world media system, an actual "cross-media" environment. Lessons will be carried out with three main ingredients: setting up, producing and performing extremely in-depth interviews with the high ranking officers of major international media companies. practicing "cross-media communication", brainstorming on designing "cross-media products". The course will adopt, as didactics, a TV-crossmedia format production, in all its steps. In fact, students will manage, by themselves, a 15/18-episode audio-video production, covering the 15-18 main topics of cross-media world. The outcome will be a 20-hour-video "schoolbook" made by the students about the cross-media world. The content of the production will be created by interviewing officers of major international and national media companies (e.g. Google, Rai, Mediset, Facebook, Twitter, YouTube, Creative Commons, Wikipedia, Telecom Italia, Netflix, Saatchi&Saatchi, Mondadori, Corriere.it, Auditel-Audiweb, Gazzetta.it, etc.). The main production phases will be: concept, pre-production, audio-video-pictures retrieving, art direction, production, post-production, marketing, media planning, content media management, final user management, advertising management, final product multiple media distribution (on TV, Web TV, IPTV, radio, mobile phones, etc.), working on social networks. There will be no textbooks. The students of the course will produce the material (video) for the course itself by themselves. This is the fundamental teaching principle of the course: "self-producing one's own course". The work "outside the classroom" (at home, in other places other than the university) will rely heavily on personal creativity. The professor's approach will be strongly maieutic.