Managing the Complexities of the Screen Industries: A Process Management Framework

The Screen Industries are characterised by dynamic, multifaceted projects that present distinctive challenges in process management, diverging significantly from structured sectors such as manufacturing or software development. Unlike industries that follow linear progressions with strict timelines and predefined outputs, creative content production is inherently fluid, iterative, and unpredictable. Conventional process management frameworks often fail to accommodate these complexities, leading to inefficiencies that hinder operational effectiveness (OE) and competitive advantage (CA). This research examines the challenges of process management within the Screen Industries, refining theoretical understanding and proposing a structured framework aligned with their distinct operational landscape.

By defining the Screen Industries and their five core sectors—film, television, commercials, documentaries, and video games—this study provides a clear classification, addressing longstanding ambiguities in academic and industry discourse. It critically examines how value is created and sustained across production phases, revealing that workflow stability, leadership alignment, and creative autonomy are as integral to success as financial returns. The study highlights the multidimensional nature of value and demonstrates that structured processes play a crucial role in balancing innovation and commercial viability. Sector-specific dynamics influence how value is perceived and managed, with different sectors prioritising distinct measures of success, such as audience engagement, interactivity, and brand impact. These variations underscore the need for process management systems that balance creative autonomy with structured workflows to mitigate risks.

Employing a mixed-methods research design, the study integrates quantitative and qualitative analyses to develop a comprehensive understanding of process management within the Screen Industries. The SERPENT Process Management Framework, structured around Leadership, Process, and Value, fosters creative flow, autonomy, and structured oversight. By enhancing process structures, milestone checkpoints, and operational transparency, it provides a tailored framework that strengthens OE and CA in an industry where adaptability, efficiency, and innovation are crucial to sustained success.