2. WHAT IS A
CONGLOMERATE?
A media conglomerate, media group or media institution is a
company that owns large numbers of companies in various mass
media such as television, radio, publishing, movies, and the Internet.
Media conglomerates strive for policies that facilitate their control of
the markets around the world.
3. SUBSIDIARIES OF SONY
Sony Electronics Inc.
Sony Entertainment Inc.
Sony Computer Entertainment America LLC.
Sony Network Entertainment International LLC.
Sony Digital Audio Disc Corporation and Sony Entertainment
Distribution.
Sony Mobile Communications Inc.
5. WHAT IS SYNERGY?
Synergy (from the Greek syn-ergos , meaning working
together) is the term used to describe a situation where
different entities cooperate advantageously for a final outcome.
Simply defined, it means that the whole is greater than the sum
of its parts.
6. WHAT IS HORIZONTAL
INTEGRATION
In the media industry, horizontal integration is a strategy where a
company creates or acquires production units for outputs which are
alike - either complementary or competitive. One example would be
when a company acquires competitors in the same industry doing the
same stage of production for the creation of a monopoly.
7. SONY ARTIST USING SY NE RGY WITHIN
THE COMPANY:
Sony uses horizontal integration to cross promote their products by having TV
competitions like X Factor and having an artist performed that are also signed by
Sony. For example Beyoncé going on X Factor singing a duet which Alexandra
Burke her single ‘Listen’, which is managed by Sony and she is signed by Sony so
she is using her record label to promote herself. Also the prize for X Factor is that
the winning artist would be signed by Sony. This would be advantageous for Sony
because the winner would already be known the public, so it would not be hard to
promote them.
8. SONY AND UNIVERSAL
SYNERGY
Sony music has synergized with social networks sites such as
Facebook and Twitter to help promote their artist and also to help
promote the websites. They also synergize with other major record
labels because on X Factors they have performances by other artist
like Jessie J who is signed by Universal but being on X Factors she will
be promoting herself.
9. APPEALING TO A WIDER
AUDIENCE
By using synergy and horizontal integration it allows for Sony to
use icons/artists of different genres to combine together to bring
together different audiences to create one significantly larger fan base.
This will not necessarily grow Sony's fan base on a whole, but it will
cause for audiences of different artists to start following other genres
which will grow the audience of both artists.
