What is synergy? How does it operate within a contemporary media environment primarily run by large conglomorates? Give one example of synergy (you can use an example from the present if you wish).
In the Hilmes reading Synergy is defined as "the working together of two or more components so that they produce an effect greater than either could alone". The word Synergy was very poplar throughout the 80's and 90's. Due to deregulation of the media industry following the election of president Regan many companies started to merge together and become super companies. These super companies owned many different media distribution platforms and as a result would have greater influence on the general public. One example of how this operates in a contemporary environment would be with the Disney company. Because Disney owns both the broadcasting company ABC and the animation studio Pixar they can easily promote a Pixar movie to the family audiences that would be watching a program on the cable channel ABC Family. This achieves the goal of advertising to a favorable market while also keeping the cost for using that ad space low. Another example of synergy would be using the company Viacom. Viacom owns MTV, BET, and CMT. Using a strategy of narrowcasting Viacom can capitalize on multiple demographics and profit from them all. by this i am pointing to the fact that BET and CMT have very different demographics that they try to cater to while MTV can showcase commercials for either channel and still reach new audiences.
In Hilmes’ Deregulation and Synergy article, she says “Synergy literally describes the working together of two or more components so that they produce an effect greater than either could alone.” The parts summed into the whole is superior to each individual part. In the industry, one media company would merge together with one or more media companies to create a combined company that is superior to each individual company on its own. The new combined company is called a conglomerate. The benefit of having this conglomerate is that it is made up of different media outlets that each have their own method of production and distribution, which means that each of those companies has their own audience. Having all these companies under one roof with each of their own audiences allows for cross-promotion for the companies which could lead to more profit. After doing a little reading on some examples of synergy today, I found that CBS owns 50% of the CW Network (sharing it with Time Warner), owns Showtime, CBS Radio, Simon & Schuster, and its own sports network. By owning these companies, CBS is able to use cross-promotion to advertise for shows on a network that doesn’t broadcast that specific show, which can create a larger following for that particular show, thus increasing ratings and profit.
Synergy refers to a practice or ideal that emerged in the 1990s as a “guiding logic” behind the consolidation of multiple companies and businesses. Synergy denotatively refers to a concept in which the sum of two things is greater than the parts, and when applied to business logic means that when two or more different businesses (or sectors of a company) work together they have the potential to yield greater benefits through helping one another than they would make if operating independently.
In large conglomerates, which were able to develop as a result of deregulation under the Reagan administration, the practice of synergy became largely possible for vertically integrated media companies that owned the production, exhibition, and distribution of various media. As these medium conglomerates merged together various media companies such as those in print media (publishing, newspapers, magazines) to those in broadcast media (television stations, radio stations, etc.) the two could work together to cross-promote one another’s brands and products.
A great example of synergy occurring recently can be seen through the use of the Batman storyline in The Lego Movie. Warner Bros, which produced and distributed The Lego Movie, also happens to own DC Comics, and thus can legally use the Batman brand. Taking advantage of their ownership of the Batman brand, by including his storyline in the movie, Warner Bros. promoted the brand to a younger generation of viewers and reignited older viewers interest in the character. As someone who worked on the Warner Bros. Lot and went into the gift shop on nearly a daily basis the displays clearly exemplified the ideal of synergy. The Lot itself continued to benefit from the Batman brand after the Nolan film series wrapped, by giving tours of the courthouse from the movies and allowing tourists to view the various Batman costumes (over the years) in a special exhibit in the Warner Bros. Museum. Not only did the store’s displays include copies of the DVD along with Lego Key Chains of Batman, but also featured these items next to other Batman products such as the Christopher Nolan films, action figures, and various t-shirts displaying the popular black and yellow bat wing logo. Another example of synergy can be seen on Late Night Talk shows such as Chelsea Lately and Late Night With David Letterman, each of which feature guests from their network’s show lineups. On Letterman, which is on CBS, you might see the guests of The Big Bang Theory (CBS’s top performing show), while on Chelsea Lately you are likely to see one of the Kardashians, as both shows are on E!
In the Hilmes reading Synergy is defined as "the working together of two or more components so that they produce an effect greater than either could alone". The word Synergy was very poplar throughout the 80's and 90's. Due to deregulation of the media industry following the election of president Regan many companies started to merge together and become super companies. These super companies owned many different media distribution platforms and as a result would have greater influence on the general public. One example of how this operates in a contemporary environment would be with the Disney company. Because Disney owns both the broadcasting company ABC and the animation studio Pixar they can easily promote a Pixar movie to the family audiences that would be watching a program on the cable channel ABC Family. This achieves the goal of advertising to a favorable market while also keeping the cost for using that ad space low. Another example of synergy would be using the company Viacom. Viacom owns MTV, BET, and CMT. Using a strategy of narrowcasting Viacom can capitalize on multiple demographics and profit from them all. by this i am pointing to the fact that BET and CMT have very different demographics that they try to cater to while MTV can showcase commercials for either channel and still reach new audiences.
ReplyDeleteIn Hilmes’ Deregulation and Synergy article, she says “Synergy literally describes the working together of two or more components so that they produce an effect greater than either could alone.” The parts summed into the whole is superior to each individual part. In the industry, one media company would merge together with one or more media companies to create a combined company that is superior to each individual company on its own. The new combined company is called a conglomerate. The benefit of having this conglomerate is that it is made up of different media outlets that each have their own method of production and distribution, which means that each of those companies has their own audience. Having all these companies under one roof with each of their own audiences allows for cross-promotion for the companies which could lead to more profit. After doing a little reading on some examples of synergy today, I found that CBS owns 50% of the CW Network (sharing it with Time Warner), owns Showtime, CBS Radio, Simon & Schuster, and its own sports network. By owning these companies, CBS is able to use cross-promotion to advertise for shows on a network that doesn’t broadcast that specific show, which can create a larger following for that particular show, thus increasing ratings and profit.
ReplyDeleteSynergy refers to a practice or ideal that emerged in the 1990s as a “guiding logic” behind the consolidation of multiple companies and businesses. Synergy denotatively refers to a concept in which the sum of two things is greater than the parts, and when applied to business logic means that when two or more different businesses (or sectors of a company) work together they have the potential to yield greater benefits through helping one another than they would make if operating independently.
ReplyDeleteIn large conglomerates, which were able to develop as a result of deregulation under the Reagan administration, the practice of synergy became largely possible for vertically integrated media companies that owned the production, exhibition, and distribution of various media. As these medium conglomerates merged together various media companies such as those in print media (publishing, newspapers, magazines) to those in broadcast media (television stations, radio stations, etc.) the two could work together to cross-promote one another’s brands and products.
A great example of synergy occurring recently can be seen through the use of the Batman storyline in The Lego Movie. Warner Bros, which produced and distributed The Lego Movie, also happens to own DC Comics, and thus can legally use the Batman brand. Taking advantage of their ownership of the Batman brand, by including his storyline in the movie, Warner Bros. promoted the brand to a younger generation of viewers and reignited older viewers interest in the character. As someone who worked on the Warner Bros. Lot and went into the gift shop on nearly a daily basis the displays clearly exemplified the ideal of synergy. The Lot itself continued to benefit from the Batman brand after the Nolan film series wrapped, by giving tours of the courthouse from the movies and allowing tourists to view the various Batman costumes (over the years) in a special exhibit in the Warner Bros. Museum. Not only did the store’s displays include copies of the DVD along with Lego Key Chains of Batman, but also featured these items next to other Batman products such as the Christopher Nolan films, action figures, and various t-shirts displaying the popular black and yellow bat wing logo. Another example of synergy can be seen on Late Night Talk shows such as Chelsea Lately and Late Night With David Letterman, each of which feature guests from their network’s show lineups. On Letterman, which is on CBS, you might see the guests of The Big Bang Theory (CBS’s top performing show), while on Chelsea Lately you are likely to see one of the Kardashians, as both shows are on E!