SynergyBY 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.

DVDGame

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)