MC 2000 : Mass Communications Exam #2 Completed Study Guide
Document Summary
Fin-syn rules prevented tv networks from producing content: keeps rich marketplace, networks could only distribute, not produce, rupert murdoch (newscorp, fox) + fox network fought to eliminate fin-syn, aftermath: movie studios create / buy networks. How is consolidation one strategy that media businesses use for respond to these problems: audience erosion a decrease in the percentage of the population using a particular mass medium or a specific media outlet. Synergy when the whole can function more effectively than the sum of the parts. Efficient product development economies of scale horizontal integration. Cross promotional control - the ability to promote on all different levels of the company. Democracy: 232 media executives control the u. s. media (oligopoly) Bars new talent and ideas from entering the market. Why is it necessary: to remain competitive, to keep up with other companies, media fragmentation --> leads to audience erosion - our attention is fragmented, ex.
