Viacom is a large media conglomerate that owns various television stations, radio stations, film studios, and publishing companies. This wide range of properties allows Viacom to promote its films across multiple platforms, increasing publicity and opportunities for advertising. Partnering with complementary companies in symbiotic relationships, like Hasbro's deal for the Transformers films, further expands the potential for cross-promotion among related brands. As a major multi-media conglomerate, Viacom benefits from horizontal integration and cross-media convergence to publicize its content.

1. Viacom
By Alex Spanner

2. Viacom
Viacom are a media conglomerate with 19.3% (right as of
2011) of the US/Canadian market share. This is the
largest market share in North America.
They own a variety of media industries, such as:

3. TV STATIONS This could be useful for getting
Viacom owns 10 TV stations, a film released as the company
including: can advertise these films during
advert breaks and therefore will
• MTV
increase the chances of the film
• MTV 2 being successful. They can also
• Nickelodeon book actors onto talk shows
they own to increase interest.
• Comedy Central
• VH1
• BET

4. RADIO
This could be useful for getting a film
STATIONS released as they can advertise the film
Viacom own 3 radio stations, during the breaks in communication, as
including: well as interviewing potential cast
members to increase public interest.
• MTV Radio
• BET Radio
• Image Radio Limited

5. This could be useful for getting a film
PUBLISHING released as they can advertise inside the
In terms of publishing, Viacom magazines, depending on the target
publishes two industries. audience this will have varying degrees of
success (eg. A film aimed at 8-12 year olds
Music: would have a greater success advertising
• Extreme Music Library in Nickelodeon than in Sports Illustrated)
• Director’s Cuts Production
Magazine
Magazine
• Nickelodeon Magazine

6. This could be useful for getting a film
FILM released as the company can advertise
Viacom own the following film movie trailers during other movies they
companies: distribute (in cinema and on DVD).
• Paramount Pictures (including
DreamWorks, Paramount
Vantage, Paramount Classics,
MTV Films, Nickelodeon
Movies and Paramount
Entertainment)
• They also own 50% of Viacom
18 (India)

7. OTHER
They also use various online
holdings, such as:
• MTV.com
• VH1.com
• Shockwave.com
They also own:
• MTV Games
• MTV Mobile

8. Symbiosis
Another way for a film to benefit from the power of cross-
media convergence is for a business to sign a symbiotic deal
with other companies which are mutually beneficial.
One example of this is the release of the Transformers Movie
in 2007. The film was released alongside the sale of toy
characters from the movie in Toys ‘R’ Us, as well as joint-
advertising with Pepsi and General Motors.
Hasbro have then expanded into further film franchise
releases, with two more Transformers films and other sci-fi
releases from magazines such as Marvel and DC Comics.

9. Glossary
Multi-media Conglomerate - is a company that owns large numbers of
companies in various mass media such as television, radio, publishing,
movies and the Internet. Media conglomerates strive for policies that
facilitate the control of markets across the globe.
Horizontal Integration - The acquisition of additional business
activities that are at the same level of the value chain in similar or
different industries.
Cross-Media Convergence – Convergence is the process by which a
range of media platforms are integrated with a single piece of media
technology
Synergy - The interaction of two or more agents or forces so that their
combined effect is greater than the sum of their individual effects.
Symbiotic - A relationship of mutual benefit or dependence