Media Giants and Cross Media Activities

Topics: Advertising, The Walt Disney Company, Mass media Pages: 7 (1910 words) Published: June 22, 2013
NAME: BAZILA FAROOQ

ROLL NO:11541

SUMITTED TO: SIR AKHYAR

DATE: 20-16-2013

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. 1media fragmentation
2audience segmentation
3distribution of products across media boundaries
4globalization
5conglomeration
6digital convergence.

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 considerations—whether 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 businesses—where production costs are quite high—the 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 America—to globalization of media content and channels—as 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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