The document discusses different media sectors and institutions, explaining that the media can be thought of as a school with different subjects that represent sectors like television, audio, publishing, and games. Within each sector there are institutions that create media products to make a profit. The document also discusses concepts like synergy, convergence, and how institutions use these strategies across sectors to strengthen their products and profits.

1. L.O: To be able to explore theL.O: To be able to explore the
different media SECTORS.different media SECTORS.
G322 Audiences and Institutions

2. Sectors:Sectors:
• Image the media is like a school. Inside that
school there are lots of different subjects
• Maths
• English
• Science
• P.E
• These subjects are just different SECTIONS of
the school.
KEY WORDS:
SECTORS: An area or
portion of the media
that is distinct from
others

3. Sectors:Sectors: KEY WORDS:
SECTORS: An area or
portion of the media
that is distinct from
others
Try and list as many
SECTORS you can
find in the media:
1)
2)
3)
4)

4. Digital Media Products:Digital Media Products:
• Within each sector there are a range of
different INSTITUTIONS whose role is to
create media products and make money.
T.V Audio Publishing Games
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KEY WORDS:
INSTITUTIONS:
Institutions are
companies/business
organisations which
provide media content
that will achieve
profitable financial
returns.

5. Synergy:Synergy: FILM/T.V
AUDIO
PUBLISHING
GAMING
20th Century Fox Television20th Century Fox Television
Nine comic book series have
been published by Bongo
Comics since 1993.
20th Century Fox, Gracie Films,
and Film Roman produced The
Simpsons Movie, an animated film
that was released on July 27, 2007.
The album The Simpsons
Sing the Blues was released
in September 1990 and was
a success, peaking at #3 on
the Billboard 200and
becoming certified 2×
platinum by the Recording
Industry Association of
America.
Numerous video games based
on the show have been
produced. Some of the early
games include Konami's arcade
game The Simpsons (1991)
and Acclaim
Entertainment's The Simpsons:
Bart vs. the Space
Mutants (1991).
KEY WORDS:
SYNERGY: When
media sectors cross over
to another one to help
strengthen their
products.

6. Synergy:Synergy: KEY WORDS:
Vertical
Integration: This is
where an institution has
shares or owns each part
of the production and
distribution process.
FILM/T.V
AUDIO
PUBLISHING
GAMING
Can you find another example
where synergy has been used in
order to produce a product?
TASK:
In groups research how the institutions behind the following
film products used synergy. Put your findings into a
PowerPoint in order to present your findings.
• Star Wars
• The Inbetweeners
• Batman
• The Incredibles
• Toy Story
• Sex and the City
• Spiderman
• Avengers
KEY WORDS:
Horizontal
Integration: This is
where an institution
buys into units from
different sectors to help
create a profit.

7. L.O: To be able to present the roleL.O: To be able to present the role
of SYNERGY.of SYNERGY.
G322 Audiences and Institutions

8. STARTER:STARTER:
What SECTORS are the following images from?
FILM GAMING AUDIO

9. Synergy:Synergy:
Advantages?
EXTENSION:
Can you think of any potential disadvantages to synergy?

10. L.O: To be able to present the roleL.O: To be able to present the role
of SYNERGY.of SYNERGY.
G322 Audiences and Institutions

11. Media ConglomeratesMedia Conglomerates (Media ownership):(Media ownership):
Massive multinational media companies who own:
• Film Studios
• TV Stations
• Record Labels
• Magazines
• Newspapers
• Books
• Internet platforms
A conglomerate has a lot of money to
put into film production. They can
also market their film through all of
their subsidiary companies.
This practice is known as SYNERGY.
KEY WORDS:
SYNERGY: When
media sectors cross over
to another one to help
strengthen their
products.

12. Companies Owned by News Corporation:Companies Owned by News Corporation:
Magazines
GQ (Az)
Vogue
Love it
Inside Out
Books
HarperCollins
Television, Satellite and Cable
Fox Broadcasting Company (US)
My Network TV (US)
ITV (17.5%)
BSkyB
Premier Media Group (Az 50%)
STAR TV (Asia)
Film Studios
20th
Century Fox
Blue Sky Studios
Regency Television (50%)
Internet
Fox Interactive Media
Myspace
Photobucket
KEY WORDS:
Convergence: The
coming together of
media institutions, or the
merger of formerly
different elements
within one institution.
Newspapers
The Sun
News of the World
The Times
The Sunday Times
Thelondonpaper
New York Post
The Wall Street
Journal
The Australian
Radio
Myspace Records
Radio City (India 20%)
Nashe (Russia 50%)

13. Examples of Media InstitutionsExamples of Media Institutions::
Research the following institutions. Do they have an
subsidiary companies within their domain? If so what
sectors do they cover?
• BBC
• Time Warner
• MTV
• Disney
• Vivendi Universal
• Emap
• Sony
KEY WORDS:
SYNERGY: When
media sectors cross over
to another one to help
strengthen their
products.

14. L.O: To be able to explore theL.O: To be able to explore the
dangers of MEDIA IMPERIALISM.dangers of MEDIA IMPERIALISM.
G322 Audiences and Institutions

15. Ownership, Control and Competition:Ownership, Control and Competition:
• Ownership is a very important element of institutional theory.
• Ownership equals control and influence (through bias)
• Individuals who own vast media empires are sometimes
referred to as gatekeepers (Rupert Murdoch- sorry, him
again!)
• Commercial gatekeepers loyalty is ultimately to advertisers
NOT their audience
• If only a few people hold a monopoly over a media form (or
through several linked forms) then there is no competition.

16. Media Imperialism:Media Imperialism:
• As multinational media conglomerates grow
larger and more powerful many believe that it will
become increasingly difficult for small, local
media outlets to survive.
• A new type of imperialism will thus occur, making
many nations subsidiary to the media products of
some of the most powerful countries or
companies.
http://www.youtube.com/watch?v=6gbw6m2hX60

17. Time Warner:Time Warner:
• Warner Bros in itself is part of an even bigger
conglomerate called Time Warner which is a huge
media conglomerate institution which uses
Horizontal Integration to consolidate its power and
profits.
• Horizontal Integration is where an organisation
develops by buying up competitors in the same
section of the market e.g. one music publisher buys
out other smaller music publishers.

18. Time Warner:Time Warner:
• Using the Batman product as an example – how has
Time Warner managed to ensure a horizontal
approach of making money?

19. L.O: To be able to understand theL.O: To be able to understand the
process of creating a product.process of creating a product.
Creative Digital Media Production

20. Production ProcessProduction Process
ProductionPre- Post-

21. Production Process:Production Process:
Pre-Production
Production

22. Production Process:Production Process:
Post-Production
Distribution

23. Production Process:Production Process:
Exhibition

24. Task:Task:
•You are going to create a Case Study Blog – you will be adding to
this throughout this term and it will be a revision aid for your
exam.
•Go to Wordpress and create a blog with the user name:
AS your name case study.wordpress.com
(ASdeclancasestudy.wordpress.com)
•You are then going to begin researching Time Warner and the
pre-production, production and post-production stages of
creating The Dark Knight Rises. This will include who was involved
during these stages, the initial budget, how much the different
stages cost, was there any synergy or convergence?

25. L.O: To be able to understand theL.O: To be able to understand the
process of creating a product.process of creating a product.
Creative Digital Media Production

26. Question:Question:
Jan 2012:
What impact does media 0wnership have upon
the range of products available to audiences in
the media area you have studied?

27. Question:Question:
• ‘Spending a large part of the budget on
the production stages is important if you
want it to be a success’ – Discuss.

28. L.O: To be able to understand theL.O: To be able to understand the
DISTRIBUTION stage.DISTRIBUTION stage.
Creative Digital Media Production

29. Marketing:Marketing:
Larger conglomerates have the budget to
spend on their marketing campaigns. The
more audiences they can reach the bigger
their potential profit will be.
– Viral
– Cross-media
– Print
– Offline
KEY WORDS:
GLOBALISATION
: the process by which
businesses or other
organizations develop
international influence
or start operating on an
international scale.

30. Distribution:Distribution:
Playability?
Which countries have more screens to play the film on? How are
they going to ensure that country is interested? What type of lead
up to the film is there to entice the audience?

31. Task:Task:
Research Time Warner’s distribution
plan and marketing strategies for The
Dark Knight Rises. Also consider how the
different advertising attracts different
audiences age groups. Also think
Globally not just in one country.

32. L.O: To be able to understand theL.O: To be able to understand the
DISTRIBUTION stage.DISTRIBUTION stage.
Creative Digital Media Production

33. Interactivity and Personalisation:Interactivity and Personalisation:
 Interactivity is where the
audience can become actively
involved with the media
product they are consuming.
 For example, viewers can use
the red button on their
remote control to vote for
their favourite acts on some
programmes or they can live
text a programme to give
their opinions.
 Personalisation allows the
consumer to select their
preferences on their TV’s,
mobile or internet searches.
 This allows us as consumers to
quickly select and consume
our preferred products
However!
 It also allows media producers
to gain an insight into our
consumption preferences, that
data is then used to target us
with similar products.

34. Question:Question:
• ‘Marketing and Distribution is just as
important as Production and therefore
just as much time and money should be
spent in this stage’ – Discuss.
Essay Writing:
1)Form an argument (for
or against?)
2)Make a point
3)Use evidence/example
4)Explain its importance.
(Write about 4/5
paragraphs emphasising
your argument.)
5) Write a counter-
argument for the other
side.
6) Finish with an over all
point why you are
for/against it.

35. L.O: To be able to understand theL.O: To be able to understand the
EXHIBITION stage.EXHIBITION stage.
Creative Digital Media Production

36. Technological Convergence:Technological Convergence:
• With the proliferation of technology,
media devices has made the exhibition of
films a lot easy for the audience to obtain.
KEY WORDS:
Technological
Convergence:
means we now have
greater access to media
products and choice
about as and when we
want to consume them.

37. Exhibition:Exhibition:
– How many cinema screenings? – profit?
– Netlix?
– Lovefilm?
How many different ways are you able to get hold of the film?
How much does this cost? How is this still creating a profit?
Think about technological convergence – how many devices
can you now exhibit it on? How is this beneficial for the
audience? Convenience? Portability? Immediacy?
Is there a downside to this? Piracy? How far would you say
this is an issue for large conglomerate institutions?

38. Question:Question:
• How important is technological
convergence for institutions and
audiences