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Synergy
BY ROBYN MARSHALL-DAWSON
 Definition:
Synergy: is the term used to describe a situation where different entities
cooperate advantageously for a final outcome. Simply defined, it means that
the whole is greater than the sum of its parts.
 It’s the ‘strategy of synchronising and actively forging connections
between directly related areas of entertainment.’
 New technologies supports this process – web, dvd, downloading. Media
institution exploit various platforms to sell various products related to one
film (e.g. film and soundtrack and video game.)
 Symbiosis is the linking up of various companies to make profits from one
product.
DVD
Game
CD
Store
Synergy from Disney
Symbiosis
 This is when different medium working together for each other’s benefit. For example, a book is a
medium. It is transformed into a play and shown in a theatre. Then, a production house makes a
movie based on the play. Again, a television company uses the movie for its operation time.
Here, different media like book, theatre, film, television work with each other and gain benefit.
The book’s writer is paid by the theatre, the theatre is then paid by the film company and then
they receive money from television. Along with monetary transaction, these media get
promotional advantage from each other.
 In conclusion, Media Symbiosis is an act an act of different media of helping each other for
each others’ benefit, advantage and gain. It helps all the media involved for their survival and
growth.
 Walt Disney pioneered symbiosis marketing techniques in the 1930s by granting firms the right to
use his Mickey Mouse character in products and ads.
Convergence
 Convergence is the process by which a range of media platforms are
integrated within a single piece of media technology.
 For example the Xbox 360 is a games console, a DVD player and an
internet modem.
 The iPhone is a phone, a camera, a video camera, an mp3 source, a
radio, games console, web browner and a palmtop computer.
 Media institutions recognise that audiences enjoy using converged
technology, want to consume media in a variety of different ways and
provide short form content for downloading e.g. video clips, trailers, music
videos ect.
Vivendi Universal
 Working Title films is owned by Universal films
 Universal films is part of Vivendi Universal
 Vivendi Universal is a giant name in the world of the privatised water
industry all over the world, from Brazil to the UK
 It also owns a major phone companies in many countries
 It owns 60 publishing houses selling 80 million books a year / 40 million CD-
ROMS a year
 Owns mp3.com
 Owns Universal records. (22% share of global market across 63 countries)

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synergy

  • 2.  Definition: Synergy: is the term used to describe a situation where different entities cooperate advantageously for a final outcome. Simply defined, it means that the whole is greater than the sum of its parts.  It’s the ‘strategy of synchronising and actively forging connections between directly related areas of entertainment.’  New technologies supports this process – web, dvd, downloading. Media institution exploit various platforms to sell various products related to one film (e.g. film and soundtrack and video game.)  Symbiosis is the linking up of various companies to make profits from one product.
  • 4. Symbiosis  This is when different medium working together for each other’s benefit. For example, a book is a medium. It is transformed into a play and shown in a theatre. Then, a production house makes a movie based on the play. Again, a television company uses the movie for its operation time. Here, different media like book, theatre, film, television work with each other and gain benefit. The book’s writer is paid by the theatre, the theatre is then paid by the film company and then they receive money from television. Along with monetary transaction, these media get promotional advantage from each other.  In conclusion, Media Symbiosis is an act an act of different media of helping each other for each others’ benefit, advantage and gain. It helps all the media involved for their survival and growth.  Walt Disney pioneered symbiosis marketing techniques in the 1930s by granting firms the right to use his Mickey Mouse character in products and ads.
  • 5. Convergence  Convergence is the process by which a range of media platforms are integrated within a single piece of media technology.  For example the Xbox 360 is a games console, a DVD player and an internet modem.  The iPhone is a phone, a camera, a video camera, an mp3 source, a radio, games console, web browner and a palmtop computer.  Media institutions recognise that audiences enjoy using converged technology, want to consume media in a variety of different ways and provide short form content for downloading e.g. video clips, trailers, music videos ect.
  • 6. Vivendi Universal  Working Title films is owned by Universal films  Universal films is part of Vivendi Universal  Vivendi Universal is a giant name in the world of the privatised water industry all over the world, from Brazil to the UK  It also owns a major phone companies in many countries  It owns 60 publishing houses selling 80 million books a year / 40 million CD- ROMS a year  Owns mp3.com  Owns Universal records. (22% share of global market across 63 countries)