media ownership It is a process whereby progressively fewer individuals or organizations control increasing shares of the mass media. Contemporary research demonstrates increasing levels of consolidation, with many media industries already highly concentrated and dominated by a very small number of firms.

1. Media Ownership

2. • The Media
controls the
world, but who
controls the media
?

3. What is Media Ownership?
• It is a process whereby progressively fewer
individuals or organizations control increasing
shares of the mass media.
• Contemporary research demonstrates
increasing levels of consolidation, with many
media industries already highly concentrated
and dominated by a very small number of
firms.

4. Conglomerates that run the
world

9. Synergy in the Media
• In media economics, synergy is the promotion
and sale of a product (and all its versions)
throughout the various subsidiaries of a
media conglomerate.

10. Types of Synergy
• Cross-promotion
• Cross-production
• Cross-advertising

11. Cross-Promotion
• Promotes own stations through media
outlets.
• Example:
• Time Warner owns HBO & CNN
• CNN airs commercials of films shown on HBO
or vice versa.
• It saves money and provides wider
promotion.

12. Cross-Production
• Taking one original
product and producing it
in different forms.
• Batman which started as
a comic book character
has movies, TV Shows
and soundtracks in its
name.
• Warner Brothers
produced the Batman
series.

13. Cross-Advertising
• When an outside company
wants to advertise using the
conglomerate, they will use
all the media outlets of the
conglomerate.
• IIFA awards ceremony was
aired on ‘Star Plus’, but the
advertisements were shown
across all Star Network
channels.

14. Advantages
• The biggest beneficiaries of media
conglomerates goes to the performers or
actors.
• They are a part of one aspect of media
conglomerate but also have access to all the
media outlets of a conglomerate.

18. • Another big advantage of conglomerates is
the quality. As the conglomerate earns profit
it gets distributed to all its outlets even if one
of them is not performing well.

19. Disadvantages
• The parent company might omit some
information from all its outlets that could be
against its policy.
• News coverage usually is in favour of the
parent company.