NAME: BAZILA FAROOQ
SUMITTED TO: SIR AKHYAR
ASSIGNMENT NO: 2
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES. DEFINE THE UNDERSTANDING OF THE MEDIA STRATEGIES OF THESE MEDIA GIANTS.
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES
A World of Blurred Media Boundaries
Six related trends describe the mass media world at the turn of the twentieth century. 1
distribution of products across media boundaries
MEDIA FRAGMENTATION: This term refers to the increase in the number of mass media and mass media outlets that has taking place the past two decades. Media fragmentation encourages audience erosion, a decrease in the percentage of the population using any particular mass medium (such as newspapers in general) or a specific media outlet (such as a specific newspaper).
AUDIENCE SEGMENTATION: This term refers to the activity of deciding what portions of the population to pursue as your target audience and what kind of content you will use in order to attract their attention. When a mass media organization sets its sights on having as its audience one or more of the social segments it has identified in the population, that behavior is called targeting. The more marketers find a group attractive, the more they are prone to take it apart to find subgroups that have special features that attract them. The reasons why a media company would want to segment and target its audience is due to business considerationswhether or not the media company is supported by advertising.
DISTRIBUTION OF PRODUCTS ACROSS MEDIA BOUNDARIES: Market segmentation and audience targeting due to outlet fragmentation and audience erosion in the mass media pose major challenges for the producers of mass media materials. Executives have responded to these challenges in ways that virtually force them to distribute their materials and products across media boundaries. The expectation of making a profit by releasing content in one medium no longer holds for many mass media firms. In the television and film businesseswhere production costs are quite highthe challenge of covering costs has forced production organizations to design their output with an eye toward moving it across mass media boundaries. In the print media, firms have begun moving products across media boundaries with the notion that the more windows of opportunity they can find to gain more revenues from content, the better. Syndicates often play a role in moving print content across and into other media boundaries. Print companies sometimes license other media to transform print products into other kinds of products Print companies, especially book companies, often enter into entertainment licensing, allowing a different medium to transform a print product into some other kind of product.
One reason media firms cross media boundaries with their products or brands is the need to achieve good share of mind.
GLOBALIZATION: In the face of media fragmentation, audience erosion, and the need to move materials to more outlets in order to extend revenues, U.S. production and distribution executives have been looking beyond Americato globalization of media content and channelsas a way to solve their revenue problems. At the same time that major U.S. media organizations are distributing their American products to countries around the world, they are acutely aware that their international presence angers local media production organizations in other countries.
CONGLOMERATION: Conglomerates even mass media conglomerates are not new. What is relatively new is the approach that their corporate leaders have taken to them. Horizontal integration involves the ownership of production, distribution, and exhibition facilities in a number of media industries, as well as the strategy of bringing those parts together so that each can profit from the expertise...
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