ITFT-MEDIA Media Ownership
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Media ownership is characterized by a growing concentration of control within a few organizations, leading to increased synergy in the promotion and sale of products across various outlets. Key synergy strategies include cross-promotion, cross-production, and cross-advertising, which benefit performers and improve quality through profit distribution. However, disadvantages include potential bias in news coverage and the omission of information that conflicts with the parent's interests.
ITFT-MEDIA Media Ownership
- 2. • The Media controls the world, but who controls the media ?
- 3. What is Media Ownership? • It is a process whereby progressively fewer individuals or organizations control increasing shares of the mass media. • Contemporary research demonstrates increasing levels of consolidation, with many media industries already highly concentrated and dominated by a very small number of firms.
- 4. Conglomerates that run the world
- 9. Synergy in the Media • In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate.
- 10. Types of Synergy • Cross-promotion • Cross-production • Cross-advertising
- 11. Cross-Promotion • Promotes own stations through media outlets. • Example: • Time Warner owns HBO & CNN • CNN airs commercials of films shown on HBO or vice versa. • It saves money and provides wider promotion.
- 12. Cross-Production • Taking one original product and producing it in different forms. • Batman which started as a comic book character has movies, TV Shows and soundtracks in its name. • Warner Brothers produced the Batman series.
- 13. Cross-Advertising • When an outside company wants to advertise using the conglomerate, they will use all the media outlets of the conglomerate. • IIFA awards ceremony was aired on ‘Star Plus’, but the advertisements were shown across all Star Network channels.
- 14. Advantages • The biggest beneficiaries of media conglomerates goes to the performers or actors. • They are a part of one aspect of media conglomerate but also have access to all the media outlets of a conglomerate.
- 18. • Another big advantage of conglomerates is the quality. As the conglomerate earns profit it gets distributed to all its outlets even if one of them is not performing well.
- 19. Disadvantages • The parent company might omit some information from all its outlets that could be against its policy. • News coverage usually is in favour of the parent company.