ViacomViacom are a media conglomerate with 19.3% (right as of2011) of the US/Canadian market share. This is thelargest market share in North America.They own a variety of media industries, such as:
TV STATIONS This could be useful for gettingViacom owns 10 TV stations, a film released as the companyincluding: can advertise these films during advert breaks and therefore will• MTV increase the chances of the film• MTV 2 being successful. They can also• Nickelodeon book actors onto talk shows they own to increase interest.• Comedy Central• VH1• BET
RADIO This could be useful for getting a filmSTATIONS released as they can advertise the filmViacom own 3 radio stations, during the breaks in communication, asincluding: well as interviewing potential cast members to increase public interest.• MTV Radio• BET Radio• Image Radio Limited
This could be useful for getting a filmPUBLISHING released as they can advertise inside theIn terms of publishing, Viacom magazines, depending on the targetpublishes two industries. audience this will have varying degrees of success (eg. A film aimed at 8-12 year oldsMusic: would have a greater success advertising• Extreme Music Library in Nickelodeon than in Sports Illustrated)• Director’s Cuts Production MagazineMagazine• Nickelodeon Magazine
This could be useful for getting a filmFILM released as the company can advertiseViacom own the following film movie trailers during other movies theycompanies: distribute (in cinema and on DVD).• Paramount Pictures (including DreamWorks, Paramount Vantage, Paramount Classics, MTV Films, Nickelodeon Movies and Paramount Entertainment)• They also own 50% of Viacom 18 (India)
OTHERThey also use various onlineholdings, such as:• MTV.com• VH1.com• Shockwave.comThey also own:• MTV Games• MTV Mobile
SymbiosisAnother way for a film to benefit from the power of cross-media convergence is for a business to sign a symbiotic dealwith other companies which are mutually beneficial.One example of this is the release of the Transformers Moviein 2007. The film was released alongside the sale of toycharacters from the movie in Toys ‘R’ Us, as well as joint-advertising with Pepsi and General Motors.Hasbro have then expanded into further film franchisereleases, with two more Transformers films and other sci-fireleases from magazines such as Marvel and DC Comics.
GlossaryMulti-media Conglomerate - is a company that owns large numbers ofcompanies in various mass media such as television, radio, publishing,movies and the Internet. Media conglomerates strive for policies thatfacilitate the control of markets across the globe.Horizontal Integration - The acquisition of additional businessactivities that are at the same level of the value chain in similar ordifferent industries.Cross-Media Convergence – Convergence is the process by which arange of media platforms are integrated with a single piece of mediatechnologySynergy - The interaction of two or more agents or forces so that theircombined effect is greater than the sum of their individual effects.Symbiotic - A relationship of mutual benefit or dependence