This document summarizes several key issues in contemporary media ownership and practice: 1) Independents have less established reputations than conglomerates, making it harder for them to get funding and collaboration from other companies. Conglomerates can benefit from vertical integration across multiple stages of film production and distribution. 2) Cross-media convergence and synergy between companies in different media sectors can increase audience reach and promotional opportunities. Conglomerates are better positioned to leverage synergies due to their reputations and industry dominance. 3) New technologies like HD, 3D, and online/social media marketing have changed production and promotion, appealing to wider audiences but potentially disadvantaging those without online access. However,

1. Revision Task 2
Section B Content

2. 1. Issues raised by media ownership in
contemporary media practice:
 - Independent companies often possess less of an established reputation and
standing within the film industry in comparison to that of conglomerates. Meaning it is
harder for them to get funding
 - Independents are likely to need to request the collaboration with other
companies of different processes (in order to assist within distribution, for example
Studio Canal is often used as a distributing source for films) however this is difficult
due to their lack of recognition as previous productions commonly lack success
 - Conglomerates possess the ethos of targeting a mass audience, they are
often vertically integrated, meaning they specialise within more than one stage of the
film creation process (for example Disney Studios) Disney produces and distributes
film as well as owning the Disney store where they sell merchandise – helps increase
revenue
 - Independents possess the ethos of creating artistically unique films, focusing
the majority of their funding upon the film production stage (for example Warp Films)
 - Audiences are more likely to invest their time and money in a conglomerate
production owed to their reputation and mass appeal

3. 2. Importance of cross media convergence
and synergy in production, distribution:
 - The merging of more than one media text in order to create a multi
modal platform
 - Synergy- more than one company working together that specialise
within different areas of the media industry- their release of products are
able to contribute to the success and promotion of the other (for example
Disney and Marvel collaborated the promotion of the producers film,
‘Guardians of the Galaxy’ and Marvel’s comic book in which the film was
based)
 -increases audience reach, increasing platforms can appeal to different
types of audiences. Audiences can show their support for a product by
purchasing merchandise
 -Easier for conglomerates to benefit from synergy- possess the reputation
and dominating standing within the film industry to attract/entice company
collaboration

4. 3. Technologies that have been introduced in
recent years at the levels of production, marketing
and exchange:
 - The ability of HD and 3D viewing- an increase cinematic appeal- useful for
cinema complexes that aim to attract as mass an audience as possible- may be an
issue for arthouse cinemas, who aim to promote the art of film rather than possess a
great audience appeal
 - Marketing- increased multi-modal platforms, development of prosumers-
audience members that actively form their own media- websites such as YouTube-
useful for actively spreading news of new films, for example upon social media- an
increased appeal to newer, younger audiences- stereotypically teenagers and young
adults who are believed to dominate online use- for example highly effective upon
Disney’s ‘Guardians of the Galaxy’ increased audience anticipation prior to film
release through the use of apps related to the film, as well as multi-modal advertising
techniques- e.g. film trailers, interactive website
 - Less emphasise upon the use of more traditional methods, such as print
media- could mean that those lacking an online access and perhaps older audiences
are disadvantaged from technological development
 - Increased chance of piracy- affects an institutions overall financial success
however benefits audiences who can watch films for free – however this is not
always favourable as sometimes quality is poor

5. 4. Significance of proliferation in
hardware and content for institutions:
 - Digital technology- increased exhibition platforms- e.g.
online- more convenient for audiences, often less expensive-
websites such as NETFLIX- could negatively affect the income of
cinematic viewing (more traditional method)- digital could be
argued to decrease the value of the art of film – more convenient
viewing for audiences, we no longer have to travel to the cinema,
saves us money (ticket prices are expensive)
 - The Long tail theory – the increase in the number of films
results in the impact blockbusters being smaller as audiences
are widespread giving smaller productions a chance to compete
 - Online marketing- multi-modal- increased audience variety
of reach- useful for conglomerate companies-ethos/ aim to
attract a mass audience.

6. 5. Importance of technological
convergence:
 Merging of technology- allows for multi modal platforms of
marketing- reaches a greater audience
 -use of websites- Warp films- ‘71’ lacked a website for the
film but shared it upon their own- mirrored marketing
techniques of successful conglomerates- able to rival
conglomerate marketing with increased availability of
technology – marketing is more affordable meaning
independents can put their productions out there more
easily
 -Allows for an increase in convenience for audiences in
accessing film information and news- positive for reaching
audience members

7. 6. The internet digital downloads,
DVDs, high definition:
 – Increased quality of films, increased audience appeal,
improved overall viewing experience
 - Pressure upon independents to compete with new
technological use- have to keep up with conglomerates- strains
funding- independent ethos (e.g. Warp Films) to concentrate
funds upon the production of a quality film rather than strain
funds upon other stages
 - Increased risk of piracy- decreased appeal of cinematic
viewing- internet convenient- easily accessible, less expensive-
positive for audience members less so for companies
 - Increased exchange platforms- appealing to a wider range
of audiences- online methods, cheaper, more convenient, DVD
allows a film to be possessed by an audience member-
increased appeal

8. 7. Issues raised by targeting of national and
local audiences:
 - British audiences- Warp Films ‘This is
England’- appealing for British audiences, links to
culture, history- relatable for local audiences- less
appealing for international audiences-deters away
from the articulate British stereotype
 - Paddington Bear- appealing to British
nostalgia, also appealing for international
audiences- American’s stereotypically find British
stereotypes appealing (royal, articulate, upper
class)

9. 8. My own experiences of media
consumption illustrate wider patterns and
trends of audience behaviour:
 - During my online browsing experience I find that conglomerate produced
films are far more accessible in regards to information and present in advertising in
comparison to that of independent films- for example Guardians of the galaxy
possessed a great audience following prior to its release upon social media websites
such as Facebook- whereas I came across very little news upon independent films
(e.g. Warp Film’s ‘71’)- reveals conglomerates have a greater audience reach in
regards to marketing as opposed to independents – independents struggle to
compete as they lack funding to advertise on a wider scale meaning less people will
be made aware of their film
 - When ‘71’ was released to cinema I was unaware of its availability as a film-
conforms to the value that independents, like Warp Films, do not seek to appeal to a
mass audience but make high quality films- does highlight a potential issue in
regards to revenue (Warp Films ‘71’ gained positive reviews form its viewers,
however its audience was not great enough to make a profit- £8.1 million budget yet
only received $2.1 million at box office) with the lack of funding it is evident how
independent’s productions struggle to succeed, and are greatly inferior to
conglomerates