Technological convergence refers to accessing different media like games, music, videos through one device like a PlayStation or mobile phone. Vertical integration is when a company controls production, distribution, and consumption of media through owning related businesses. A conglomerate is a large corporation composed of smaller, diverse businesses in different industries, like Sony's film, music, and gaming divisions. Horizontal integration involves a media company expanding into an unrelated industry through mergers or acquisitions.

1. Technological Convergence
Convergence of media occurs when different media can be
accessed through one piece of hardware. For example, the
PlayStation 3 is not only a games console, but also a CD
player, DVD player and Internet connector. Mobile phones are
another good example, in that they increasingly incorporate
digital cameras, mp3 players, camcorders, voice recorders,
and internet access.
Vertical Integration
Where a company has a stake in production, distribution and
consumption of a media product. For example Apple designs computer
hardware, markets a range of accessories and produces software for
the consumption of media (e.g itunes)
Conglomerate
A large corporation that includes many smaller companies or
divisions.(called subsidiaries) For example Sony has many
different divisions in terms of Film, Video gaming, Music and
Media Hardware.

2. Horizontal Integration
Where a media company diversifies into a different industry or
merges with a company in a different industry. Recently it is seen as
a way in which conglomerates can create synergy e.g Sony/BMG
Music and Sony Films
Synergy
Where spin off products and services are created
on the back of a successful media product
(preferably from within the same corporation)
which promote each other.

3. Viral Marketing
refers to techniques that use pre-existing social networks to
produce increases in sales – get audiences to do your advertising
for you
Word of mouth
Where demand for a film increases because of a positive audience
response and recommendation to others. Creating a ‘buzz’
Oligopoly
A state of limited competition that exists when a small number of
companies control an industry.
Niche
A niche audience or market is one which is narrower than a mass
audience.