SYNERGIESSYNERGIES

SynergySynergy

• a combined entity that has a value greater than the sum of its parts

• 1+1>2

SynergiesSynergies

• Allow media conglomerates to cross-promote products

• Horizontal integration

• Movies, TV, Magazines, Music, Publishing, Internet, etc

Average American heard 42 mentions by time film opened

Batman Synergy

• GMA at Disney World (is this news?)

• Shrek ignored by Disney media

• Local news promotes network shows

• Late-night TV guests (e.g., Letterman –

latest Survivor loser)

• Mel Gibson interviewed by Diane Sawyer

““Las Vegas” 10/10/05Las Vegas” 10/10/05

• Guest performance by Pussycat Dolls

• CD promotion at end of show

• Las Vegas on NBC• NBC owned by General Electric• Pussycat Dolls’ record label is A&M• A&M owned by Vivendi Universal• General Electric owns 80% of NBC

Universal (Universal entertainment holdings)

More synergyMore synergy

• Bangles featured on Gilmore Girls

• GG on the WB

• WB owned by Time Warner

• Bangles on Columbia records

• Columbia House records owned in part by Time Warner

• Smallville featured Depeche Mode on

this season’s premier

• Smallville on the WB

• Depeche Mode on Reprise label

• Reprise label owned by Warner Bros.

• How do synergistic practices by media corporations affect you, the consumer?