Media concentration is where less individuals or businesses
control and increasing amount of the media market. This is also called media
consolidation an increasing level of this has started to dominate the media
market.
Film studios use the products that they produce to target a
bigger market within their media institute which allows then to widen their gap
in that specific market. This is because they are able to draw more people into
their movies which will make them want to but the products that they provide
and used their services as they will believe that they are going to be as good
as the movie that they watched. Products
coming from a media studio like The Walt Disney Company and marvel
entertainment could consist of things such as DVD’s, Blue Rays, Games,
Soundtracks and magazines. These
services and products are available when the movie has been released these
products are provided to create publicity for the business or the movie that
has been produced. These are all substances that are being produced and
manufactured to allow the company to increase its profits and also it will help
to increase the company’s publicity.
Film studios uses the services that they provide to improve
the experience for the customer an example of this could be theme parks that
are based upon the film and or the genre. This is important because by doing
this it makes the product much more desirable to the customer and will then
increase the demand for the studios products.
A main example of this would be Disney world this service has been
produced to all the experience for the customer this will also improve the
profits for the media institute. This is because if someone watches a Disney
film they will want to have the complete experience and this is possible
because they have created places like this. These services that they provide
results in the demand going up. Furthermore it is allowing the business to not
only advertise the movie that the customer watched but also all of the other
movies that that are producing and the product that they provide for them.
The main global media conglomerates include Time Warner and 21st
Century Fox. From 2012 The Walt Disney Company is the largest media
conglomerate in the US and Time warner in second. The big six media institutes
dominate the market for films, products and services these institutes usually
make movies that appeal to a mass audience they do this so they can aim their
products as a wider audience. This is important in being successful al they are
not aiming at a niche market which allows their movie to be much more
successful. The big six include Columbia
pictures, 20th century fox, warner brothers, paramount pictures, the
Walt Disney Company and universal studios
Media ownership affects the way in which customers and
consumers receive products. This is because there are many types of products
and services available for the customer. Many of the products tend to include
things like DVD’S, soundtracks, video games, merchandise and in the case of
Marvel Studios magazines. This is important because by appealing to an audience
this means that the customer knows that other services than just the movie is
available. By doing this it makes the institute stand out and a wider audience
will used their products and services.
The Walt Disney Company is a conglomerate which means that
two or more companies have merged together to for one large firm which comes
under the power of the parent company. These can be vertically integrated which
means that they have set up the business in a structure that has a distinctive
pattern which shows the authority and structure of the firm. They can also be
horizontally integrated which means that there is a flat structure to the firm
which means that there is less of a distinction between the subsidiaries within
the conglomerate.
Marvel Entertainment is an American entertainment company.
It was formed through a merger. The company is mainly known for its Marvel
Comics subsidiary and in 2008 its film productions through Marvel Studios.
Marvel has partnerships with 20th Century Fox and Columbia Pictures and also
Sony which is also a part of Disney.
The Walt Disney Company has many different products that are
provided to customers to enhance their experience. Some of these products
include toys, costumes, clothing, home ware, stationary, collectables, movies,
music, games and books. By providing a range of products that don’t just appeal
to the specific audience which is children that also have products like home
ware this means that even the parents and adults become involved with the
company’s products and this allows them to be involved with the experience. The
company does not only provide the DVD’s for the movies that they release but by
providing figurines and toys that allows there to be a link between all of the
different aspects. This will help the business because by producing these
products this has allowed them to use indirect advertising which means that
even by not putting posters up and using the TV they are still capable of using
this method of advertising. By producing items such as collectable this allows
there to be a repetitive flow of customer wanting the next item that they can
collect. By large company’s owning smaller ones and being capable of producing extra products for
the customer allows the larger firm to distinguish its self from small and more
inferior company’s which means that in the wider market the larger companies as
in the Big Six they’re all able to expand their ‘empires’ and improve their
products and services.
Marvel Entertainment has many different products which mean
that they are able to appear in all aspects of our lives. This ranges from
comics to games from movies to character and videos and TV. They use products
like comics because this allows them to appeal to an older audience who may be
collecting these comics which they may have watched in their childhood. This is
important because they are aiming their services at all generations. These
games are used because this allows the customer to feel a part of the comic. By
having thing like this which makes someone feel involved this will
psychologically make them think that they are a part of the function. They also
are producing toys which mean that they are able to aim them at younger
children and collectors this is good because in the same way as The Walt Disney
Company they are also being provided with indirect and free advertising which
is important for there to be a continuous flow of more and more customers. They
have also moved into the clothing market as well this is because they are
beginning to produce shirts and clothing that replicates the super heroes in
the movies this could be an Iron Man shirt that lights up. Marvel was traditionally a comic book company
and they have expanded and begun to develop movies and other products and
services. This is important because this will bring their other loyal customer
who read the comics to watch the new movies that they are producing. This will
also help to develop new customers through the new products and services that
they have been developing on.
The Walt Disney Company provides lots of different services
one of these is Disney World. These services have been created to allow the
consumer to receive the best service possible. This is important because this
makes sure that the Disney name is well known and it still offers people new
and different experiences which will make Disney stand out from the other firms
like this one in the market. This is important within a market like this one
because this means that they are able to offer the best and provide the best
services so more and more customers wish to use their products. Media ownership
impacts on this because it allows the company to expand and improve because
this means that they can widen their ‘empire’ and help to promote their
business. By having a well-known brand this allows the business to receive free
advertising this is because they create many different movies that are directed
at many different audiences and by doing this it enables them to receive
advertising through word of mouth and also they are able to receive advertising
through social media sites and can go viral. This process occurs more often
with firms like the Walt Disney Company because they are well known by
everyone. The production rate of this company is higher than any other in the
world this makes their firm out shine the rest in the world.
Marvel entertainment provides some services but not as many
as The Walt Disney Company. This is because they are a smaller firm then it.
Even though it is probably almost as well known as The Walt Disney Company is
still does not exceed them because they will have a lower fund compared to The
Walt Disney Company. This is because they do not produce as many movies as they
do. These do provide services such as marvel world however this is not as large
or as well-known as Disney Land. This could be because they do not receive as
much funding or they may not have movies that appeal to all audiences like The
Walt Disney Company does. By limiting their audience this then makes the market
that they are in over power them and they are not as dominant in it. The
services that this company has are smaller than The Walt Disney Company however
they have targeted their audience from teens to young adults and unlike The
Walt Disney Company who directs their services from young children to adults.
By directing their service at a much more specific market this has allowed them
to adapt and alter their products so they are mainly aimed at their specific
target. By doing this it allows them to know who their product is aimed at and
what they want by knowing what their consumer wants they can change their
products so they meet the needs of their market. This will help them to save
money as they will only have one audience. By advertising to all audiences like
The Walt Disney Company does this will be difficult to range and adapt their
products as it is easy for marvel studios to keep a consistent target market
this allows their company to stay the same.
Disney stores are located in many different places. They are
in towns and city which are making it easier for people to access. These stores
are also located in Disney Land. By locating the main shops in the amusement
park this prompts people on going on trips there. This is good as they
advertise their services (the amusement parks) through the products that they
provide (in the shops).
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