Industries - Ownership and control

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Media conglomerate research


Media conglomerates: quick-fire research task




Name of media conglomerate: Disney



Conglomerate ownership

What brands, companies or media products is the conglomerate best known for?



Owning marvel, Disney princess stories and disneyland




Vertical and horizontal integration

What examples can you find of vertical or horizontal integration for this conglomerate? Remember, for vertical integration you are looking for companies linked through the chain of production.


Vertical integration - disney owns hulu and disney + and offers theme parks like disney world also disney owning marvel 


horizontal integration- integrating with Facebook and Coca-Cola. Disney and Pixar merge is a perfect example of horizontal integration. Disney purchased Pixar back in 2006.



Convergence and synergy

Find a media product or brand associated with your conglomerate. How has technology changed the way audiences access that product? What examples of synergy can you find in the promotion or distribution of the media product? 


Disney advertising their products on disney channel and a way for disney to sell their product is using their disney stores


 Disney owns Pixar, the company that produced all 3 Toy Story films. Disney also owns the TV network ABC, in which Dancing With The Stars airs. They used DWTS to promote the film in order to try and gain a bigger audience through DWTS fans



Diversification 

What examples can you find of diversification for your conglomerate? Has the company moved into other areas or adopted new technology to stay ahead of the competition?


Disney initiated its diversification strategy early, establishing the Mickey Mouse Club in 1929 and venturing into music, TV shows, and war-era films in the 1940s and 50s.


 



2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.

Yes because smaller independent companies don't get a chance to enter the market with larger powerful companies

Media Magazine reading and questions

1) Briefly describe the production, promotion and distribution process for media companies.

The production process gives audiences the media product they want by taking into consideration their desires. The promotion process identifies the target market for certain products and advertises specifically to attract that audience. The distribution process uses methods to make it convenient for audiences to access the product

2) What are the different funding models for media institutions?

Different business have different income generation
BBC- tv licence fee, sales of DVD's , magazines and merch

3) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

The BBC is funded by a license, The ITV relies on money from advertisements and sky one receives income form subscribers 

4) What examples are provided of the new business models media companies have had to 
adopt due to changes in technology and distribution?

Film studios have developed new tech to draw audiences back into cinema- ‘Percepto!’ (a device to deliver strategically placed electric shocks to seats in cinemas). The development of VHS made access to Hollywood and cinema easier film studios invested in multiplex cinemas which provided more choice, and more glamour and luxury for cinemagoers.

5) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?

Technology companies such as Amazon, Facebook, Google and Yahoo have become media institutions. Google now owns YouTube, and has changed the way we access music and video entertainment and information.

6) Do you agree with the view that traditional media institutions are struggling to survive?

Yes, in order to survive media companies need to adapt to the new technology and trends and traditional media struggles to do that.

7) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape? 

To differentiate in the market and attract a new potential consumers and customers than competitors

8) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?

I believe audience may gain power but not to an extent where media conglomerates struggle to keep their control. The media's influence will always be greater despite audiences uses social media to voice their opinions


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