Media Giants and Cross Media Activities
NAME: BAZILA FAROOQ
ROLL NO:11541
SUMITTED TO: SIR AKHYAR
DATE: 20-16-2013
ASSIGNMENT NO: 2
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES. DEFINE THE UNDERSTANDING OF THE MEDIA STRATEGIES OF THESE MEDIA GIANTS.
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES
A World of Blurred Media Boundaries
Six related trends describe the mass media world at the turn of the twentieth century.
1 media fragmentation
2 audience segmentation
3 distribution of products across media boundaries
4 globalization
5 conglomeration
6 digital convergence.
MEDIA FRAGMENTATION: This term refers to the increase in the number of mass media and mass media outlets that has taking place the past two decades. Media fragmentation encourages audience erosion, a decrease in the percentage of the population using any particular mass medium (such as newspapers in general) or a specific media outlet (such as a specific newspaper).
AUDIENCE SEGMENTATION: This term refers to the activity of deciding what portions of the population to pursue as your target audience and what kind of content you will use in order to attract their attention.
When a mass media organization sets its sights on having as its audience one or more of the social segments it has identified in the population, that behavior is called targeting.
The more marketers find a group attractive, the more they are prone to take it apart to find subgroups that have special features that attract them.
The reasons why a media company would want to segment and target its audience is due to business considerationswhether or not the media company is supported by advertising.
DISTRIBUTION OF PRODUCTS ACROSS MEDIA BOUNDARIES: Market segmentation and audience targeting due to outlet fragmentation and audience erosion in the mass media pose major challenges for the producers of mass media materials. Executives have responded to these challenges in ways that virtually force them to distribute their materials and products across
ROLL NO:11541
SUMITTED TO: SIR AKHYAR
DATE: 20-16-2013
ASSIGNMENT NO: 2
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES. DEFINE THE UNDERSTANDING OF THE MEDIA STRATEGIES OF THESE MEDIA GIANTS.
MEDIA GIANTS AND CROSS MEDIA ACTIVITIES
A World of Blurred Media Boundaries
Six related trends describe the mass media world at the turn of the twentieth century.
1 media fragmentation
2 audience segmentation
3 distribution of products across media boundaries
4 globalization
5 conglomeration
6 digital convergence.
MEDIA FRAGMENTATION: This term refers to the increase in the number of mass media and mass media outlets that has taking place the past two decades. Media fragmentation encourages audience erosion, a decrease in the percentage of the population using any particular mass medium (such as newspapers in general) or a specific media outlet (such as a specific newspaper).
AUDIENCE SEGMENTATION: This term refers to the activity of deciding what portions of the population to pursue as your target audience and what kind of content you will use in order to attract their attention.
When a mass media organization sets its sights on having as its audience one or more of the social segments it has identified in the population, that behavior is called targeting.
The more marketers find a group attractive, the more they are prone to take it apart to find subgroups that have special features that attract them.
The reasons why a media company would want to segment and target its audience is due to business considerationswhether or not the media company is supported by advertising.
DISTRIBUTION OF PRODUCTS ACROSS MEDIA BOUNDARIES: Market segmentation and audience targeting due to outlet fragmentation and audience erosion in the mass media pose major challenges for the producers of mass media materials. Executives have responded to these challenges in ways that virtually force them to distribute their materials and products across