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In its inaugural year, INMA's Product Initiative has helped redefine the role of product at media companies. In this module of INMA's 2021 World Congress of News Media, we learn where product sits today among media companies and how it the fastest-growing department is evolving toward a cross-functional discipline that champions the customer experience. Learn from chief product officers why product is taking off now at media companies, what it does for journalism, where product teams spend their time, and the ultimate impact on engagement. Finally, take away where product fits in a broader media company's organisational structure. Featured news media companies include Financial Times, The New York Times, The Globe and Mail, and Singapore Press Holdings.