BBC doctor who- case study

Synergy. 

Companies that are both vertically and horizontally integrated are able to create synergy across their output. 

This means they're able to promote their output- for example, Doctor Who, in an efficient and profitable manner, whilst at the same time creating a recognisable brand.

When two companies work together to produce something that is better than if one company had produced it independently.

Doctor who can be advertised across a range of different media via horizontal integration. 

Online and social media services: through the BBC website and Twitter feed
Print media and print advertising: through the radio times magazine publication
Distribution
TV channels: the show can be advertised across the different channels (BBC1, 2, 3, 4) 
Merchandising: A range of Doctor Who merchandise available to buy

Exam question

Explain one way that horizontal integration can contribute to the process of synergy. Use an example from media institutions or products to support your answer. (3)

Horizontal integration can be used to increase overall consumer awareness by using cross-promotion in this way. For instance, Doctor Who will work with Radio Times to increase the brand's exposure and further generate a positive reputation within their target audience through the promotion within the magazine. 

Peer assessed by: Mimi Plaskow (3/3)

WWW - she explained what horizontal integration is and how this is an advantage and benefits Doctor Who
EBI - you could add that by promoting Doctor Who through the Radio Times, this maximizes their audience benefitting them in many ways

Online streaming services

Apple TV+ big-budget shows $5
Disney+ kids shows, marvel, and more $7
HBO max lots of DC comics as well as friends and big bang theory $15
Peacock NBC shows- the office $free if you pay for cable from Comcast

Advantages: portable, don't need Wi-Fi if you download, bigger variety of content, accessibility to content anytime, devices: TV, laptop, phone, tablets (mobility, accessibility)

Disadvantage: expensive, anti-social behaviour, piracy, loss of cinema income, mental health 


April 2020- article

Netflix shares go massive and beat Disney in the streaming arena.

Media conglomerate: Disney. Owns smaller companies within it.

Comments

  1. Lisa Socrates2 March 2022 at 07:17

    A clear and focused post which sets out the points clearly. Good exam based work. You can now add a few more points to the Netflix vs Disney homework. Relevant examples and detail make this an effective blog post.

    ReplyDelete
  2. Lisa Socrates2 March 2022 at 07:19

    Effective, detailed annotation with relevant examples. Good exam style response. This will prove helpful for exam revision.

    ReplyDelete

Post a Comment

Popular posts from this blog

Radio

Different Radio platforms AM (Amplitude modulation) FM (Frequency modulation) DAB Websites Radio apps Spotify is a popular streaming service for music  Apple music you have to pay for Amazon music included with the prime package deal  Global owns 22 radio stations, some of them are... Heart, Classic, Smooth, Capital, Radio X, LBC, Gold Heart FM Target audience:  23-40 (p), younger demographic (s) balanced across male and female inclusive- diversity, racial and ethnic groups Sponsorship on their website Links to audience profile  How do listeners access this station? In the car, tablets, iPads, apps on phone, laptop Audiences- Infographics from RAJAR 89% of the population tune into the radio every week 40 million adults are using digital platforms to listen to radio For the past 7 years radio audiences have been stable.  There have been no significant drops in the figures for radio consumption in the UK. Radio stations can use RAJAR to analyse their audience prof...
Read more

Magazines

Kerrang! - music magazine which also has a TV platform. Kerrang! Magazine, website, and music awards were sold to ‘Wasted Talent’ by Bauer media group in 2017. Bauer media still own Kerrang! Radio and Box plus network own Kerrang! TV How is synergy promoted across its content when the brand is dispersed across different owners? E.g., competition on the radio- giving audiences 6 months of free subscription to the print and/ or online magazine. Exclusive interviews seen on the website- this promotes the awards Promotional ads and/or interviews on the radio to promote a programme on the TV platform. Advertising Kerrang! Magazine Traditional- Posters, billboards Digital- social media (Facebook- older demographics, Twitter- paid promotions), TV ads- E.g. in the break when there’s a concert, TV ad on their own channel. Below the line- using data on existing readership of other magazines owned by wasted talent Digital Advertising Facebook encourages people to be prosumer...
Read more

Media Language

Image
Microelements Cinematography  Sound  Mise-en-scene: everything seen in the frame Editing Use of the camera Camera shots Extreme close up (ECU) Close up (CU) Long shot (LS) Wide shot (WS) Medium shot (MS) Point of view (POV) Camera angles Low angle High angle Over the shoulder (OTS): used during conversations Camera movement Pan- panning, camera person is still but the camera is moving Tilt Crane shot Tracking shot: moving in parallel  Rolling shot Steadicam: the shining uses this shot Sound Diegetic sounds : inside the world of text, dialogue, sound effects, music within the scene like a radio Non-diegetic sounds : everything outside the world of text, voiceover, soundtrack. On-screen sound : the audience  Off-screen sound : sound assumed to be in the scene but is off-screen during the action Parallel sound : matches the action Contrapuntal sound : doesn't match the action A sound bridge : create a smooth transition between from one scene to another Editing Pace of e...
Read more