Posts Tagged ‘synergy’

Synergy – October

October 24, 2013

Promotion is when a company advertise and sells their product. Media Corporation’s cross promote which means they use the company they own to promote each other’s products. An example of this is the ‘Sun TV Listings’ has ‘Sky 1’ as they are both owned by the same company. A normal TV Listings would only have BBC1, BBC2, ITV, Channel 4 and Channel 5. Cross Promotion allows you to market products in different media in effect free of charge.

Synergy is when the interaction of two or more forces working together creates a greater effect than the sum of their individual efforts. Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different medias. News Corporation owns BSkyB, The Sun, The Ties, 20th Century Fox and Fox TV.  Using the Simpsons that is created by Fox is put onto Sky for the UK Premiere which creates more revenue for News Corporation.

High School Musical

The film promotes the DVD, which promotes the soundtrack, which promotes the advert calendar, which promotes the doll, which promotes the sequel, which promotes the disney store, which promotes the film. All of these products are promoted by each other, the reason for this is that they are all owned by the same company, Disney.


Horizontal Integration – Products promote each other such as when a franchise has a film, video game and album

Ancillary Revenue – The revenue that is made by merchandise, theme parks and similar products

Ancillary Revenue has become more important than the box office revenue as companies have realised how much money can be made be just selling merchandise. The film is the shop windows, the base of everything to come such as the merchandise and spin offs.

Entertainment supertext is properties that can be used across media. These rely on spectacle such as high quality special effects which are expensive, meaning that this can only be done by major studios.