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Viacom
By Alex Spanner
Viacom
Viacom are a media conglomerate with 19.3% (right as of
2011) of the US/Canadian market share. This is the
largest market share in North America.

They own a variety of media industries, such as:
TV STATIONS                   This could be useful for getting
Viacom owns 10 TV stations,   a film released as the company
including:                    can advertise these films during
                              advert breaks and therefore will
• MTV
                              increase the chances of the film
• MTV 2                       being successful. They can also
• Nickelodeon                 book actors onto talk shows
                              they own to increase interest.
• Comedy Central
• VH1
• BET
RADIO
                               This could be useful for getting a film
STATIONS                       released as they can advertise the film
Viacom own 3 radio stations,   during the breaks in communication, as
including:                     well as interviewing potential cast
                               members to increase public interest.
• MTV Radio
• BET Radio
• Image Radio Limited
This could be useful for getting a film
PUBLISHING                       released as they can advertise inside the
In terms of publishing, Viacom   magazines, depending on the target
publishes two industries.        audience this will have varying degrees of
                                 success (eg. A film aimed at 8-12 year olds
Music:                           would have a greater success advertising
• Extreme Music Library          in Nickelodeon than in Sports Illustrated)

• Director’s Cuts Production
  Magazine
Magazine
• Nickelodeon Magazine
This could be useful for getting a film
FILM                              released as the company can advertise
Viacom own the following film     movie trailers during other movies they
companies:                        distribute (in cinema and on DVD).

• Paramount Pictures (including
  DreamWorks, Paramount
  Vantage, Paramount Classics,
  MTV Films, Nickelodeon
  Movies and Paramount
  Entertainment)
• They also own 50% of Viacom
  18 (India)
OTHER
They also use various online
holdings, such as:
• MTV.com
• VH1.com
• Shockwave.com


They also own:
• MTV Games
• MTV Mobile
Symbiosis
Another way for a film to benefit from the power of cross-
media convergence is for a business to sign a symbiotic deal
with other companies which are mutually beneficial.

One example of this is the release of the Transformers Movie
in 2007. The film was released alongside the sale of toy
characters from the movie in Toys ‘R’ Us, as well as joint-
advertising with Pepsi and General Motors.

Hasbro have then expanded into further film franchise
releases, with two more Transformers films and other sci-fi
releases from magazines such as Marvel and DC Comics.
Glossary
Multi-media Conglomerate - is a company that owns large numbers of
companies in various mass media such as television, radio, publishing,
movies and the Internet. Media conglomerates strive for policies that
facilitate the control of markets across the globe.

Horizontal Integration - The acquisition of additional business
activities that are at the same level of the value chain in similar or
different industries.

Cross-Media Convergence – Convergence is the process by which a
range of media platforms are integrated with a single piece of media
technology

Synergy - The interaction of two or more agents or forces so that their
combined effect is greater than the sum of their individual effects.

Symbiotic - A relationship of mutual benefit or dependence

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Viacom

  • 2. Viacom Viacom are a media conglomerate with 19.3% (right as of 2011) of the US/Canadian market share. This is the largest market share in North America. They own a variety of media industries, such as:
  • 3. TV STATIONS This could be useful for getting Viacom owns 10 TV stations, a film released as the company including: can advertise these films during advert breaks and therefore will • MTV increase the chances of the film • MTV 2 being successful. They can also • Nickelodeon book actors onto talk shows they own to increase interest. • Comedy Central • VH1 • BET
  • 4. RADIO This could be useful for getting a film STATIONS released as they can advertise the film Viacom own 3 radio stations, during the breaks in communication, as including: well as interviewing potential cast members to increase public interest. • MTV Radio • BET Radio • Image Radio Limited
  • 5. This could be useful for getting a film PUBLISHING released as they can advertise inside the In terms of publishing, Viacom magazines, depending on the target publishes two industries. audience this will have varying degrees of success (eg. A film aimed at 8-12 year olds Music: would have a greater success advertising • Extreme Music Library in Nickelodeon than in Sports Illustrated) • Director’s Cuts Production Magazine Magazine • Nickelodeon Magazine
  • 6. This could be useful for getting a film FILM released as the company can advertise Viacom own the following film movie trailers during other movies they companies: distribute (in cinema and on DVD). • Paramount Pictures (including DreamWorks, Paramount Vantage, Paramount Classics, MTV Films, Nickelodeon Movies and Paramount Entertainment) • They also own 50% of Viacom 18 (India)
  • 7. OTHER They also use various online holdings, such as: • MTV.com • VH1.com • Shockwave.com They also own: • MTV Games • MTV Mobile
  • 8. Symbiosis Another way for a film to benefit from the power of cross- media convergence is for a business to sign a symbiotic deal with other companies which are mutually beneficial. One example of this is the release of the Transformers Movie in 2007. The film was released alongside the sale of toy characters from the movie in Toys ‘R’ Us, as well as joint- advertising with Pepsi and General Motors. Hasbro have then expanded into further film franchise releases, with two more Transformers films and other sci-fi releases from magazines such as Marvel and DC Comics.
  • 9. Glossary Multi-media Conglomerate - is a company that owns large numbers of companies in various mass media such as television, radio, publishing, movies and the Internet. Media conglomerates strive for policies that facilitate the control of markets across the globe. Horizontal Integration - The acquisition of additional business activities that are at the same level of the value chain in similar or different industries. Cross-Media Convergence – Convergence is the process by which a range of media platforms are integrated with a single piece of media technology Synergy - The interaction of two or more agents or forces so that their combined effect is greater than the sum of their individual effects. Symbiotic - A relationship of mutual benefit or dependence