2. You need to be able to use the terms
synergy and cross media convergence
using appropriate terminology in the right
context.
3. Synergy
The simultaneous (at the same time)
release of different products to boost both.
Synergy is used most often by bigger
companies as their different elements
(often a media conglomerate) work
together to promote linked products across
different media.
4. Synergy
Synergy - releasing 2 or more products at once that will
promote each other.
They have a larger effect than if just one product existed
alone - they have a mutually beneficial relationship.
This means they are symbiotic
Film / Soundtrack / Music video/ Phone / Game
Conglomerates (like Sony) are able to use synergy to
boost profits because of their diversity – i.e. they own lots
of different companies.
5. Symbiotic
The film of Skyfall promotes the soundtrack
which promotes the DVD which promotes
the game which promotes the TV, which
promotes the website which promotes the
advent calendar and chocolate which
promotes the film, etc. ,etc.......
All products are SONY owned.
NB This is called Vertical Integration.
6. How Synergy Works
Synergy works when different elements of companies
(a media conglomerate does this best) promote each
other.
For example a film studio, record label, video game
division all create linked products the film,
soundtrack, video game.
Each distinct element promotes each other.
Sony can use SYNERGY as it is a conglomerate
which owns various smaller subsiduary companies
7. Sony Pictures Entertainment’s Skyfall is
released at the same time as the Sony-
owned Soundtrack CD.
Sony Electronics releases a new TV and
new adverts featured Skyfall when
promoting it
The DVDs would also be advertised on the
Skyfall website
8. Media Convergence
The combining of two or more mediums.
Different mediums are TV / film / computer
graphics / radio/ website, etc.
Media convergence in the film industry can
happen in production, distribution or exhibition.
Example: when the music industry comes
together with the film industry when Adele
releases the new single for Skyfall.
9. Convergence of
Old and New Media
Printed magazines have an on-line presence
TV channels have online programmes and
websites or sister e-channels
Music is available as CD or downloaded mp3 or
video
11. Synergy and cross media convergence are quite
similar….but
Cross media convergence involves only
media products while synergy can involve
non-media products like merchandise.
Smaller producers/companies can’t use
synergy in the same way as the larger
corporations. This is a disadvantage for
them.
