Hi Marcel,
First of all -- just making sure you're aware: South is no longer maintained,
and all the versions of Django that South can work with are also unmaintained.
Second -- for your question -- you need to "move" the m2m's to the Book model.
You may have m2m's in other models referring to Media, and these may cause the
errors you see.
This would perhaps indicate a bug worthy of fixing in South, but no bugs in
South are going to be fixed -- the project is dead; you are strongly encouraged
to update your Django and use Django's migrations.
HTH,
Shai.