This research aims to explore how the consumers verify the value of cross-media production and how the producers develop a design process through cross-media production based on the consumer's valuation. With this perspective, this research constructs a two-step research design. Firstly, a value measurement model is built for novel, musical and movie. With this model, this research uses the Analytic Hierarchy Process (AHP) and conducts an expert questionnaire survey to experiment the key value of consumers for each novel, musical and movie. The findings show the key value of these three creations and reveal that the major three gaps in value migration for consumers are sense, aesthetic, and historical value in turn for the cross-media production from novel to musical. As for cross-media production from musical to movie, the major three gaps in value migration for consumers are emotional value, marketing activities, and epistemic value in turn. This research also uses 'The Phantom of the Opera' as a case study to see how these key values are implemented cross novel to musical and cross musical to movie, and also implements it to the cultural product design model.