Really bao ka liao. So far, haven't seen such people yet, though
I think it will be getting common because of competition.
For web, it's rather common. They are called multimedia developers
as FI has said. For the other media, do you mean those like
advertising, reporting, etc?
If yes, it's probably under the same name. For example, if they do
advertising, they will be called advertisers and whatever fancy
names the company gives.