MM3 - Media Ownership 


Trends in Media Ownership 

Media ownership has undergone significant consolidation over the past few decades, with a few corporations dominating much of the global and national media landscape. Bagdikian (1983) highlighted this trend in the United States, where in 1983, 50 corporations controlled the news media. By 1992, this number had decreased to 22 companies, which owned and operated 90% of the U.S. mass media, including newspapers, magazines, TV, radio stations, books, records, movies, videos, and photo services. Bagdikian pointed out that if the U.S. media were owned by separate individuals, there would have been approximately 25,000 owners at this time. However, by 2017, media ownership had further consolidated to just six major corporations: Comcast, Disney, 21st Century Fox, Time Warner, Viacom, and CBS.

These conglomerates function as umbrella companies, each owning a multitude of subsidiaries that are recognizable as separate entities. For example, Disney owns Marvel, Pixar, and National Geographic, while Time Warner owns Warner Brothers and HBO. This trend illustrates the concentration of media ownership rather than a decline in media companies. Additionally, these corporations have increasingly bought up internet providers, social media networking sites, and digital media content to consolidate their ownership further.

A similar pattern of concentration can be observed in British media, particularly in the newspaper industry. According to Curran (2002), this trend has been ongoing since the early 20th century. In 1937, four press barons—Lord Beaverbrook, Lord Rothermere, Lord Camrose, and Lord Northcliffe—owned one in every two national and local newspapers sold in the UK. By 2015, the number of significant owners had only slightly increased to seven. However, these companies had also diversified their holdings.

For instance, News Corp, owned by Rupert Murdoch, controls The Times, The Sun, The Sun on Sunday, and The Sunday Times. Similarly, DMG, historically linked to Lord Rothermere, now owns the Daily Mail, The Mail on Sunday, the Metro, and 54 regional newspapers. Northern & Shell, owned by Richard Desmond, publishes the Daily Express, Sunday Express, Daily Star, and OK! Magazine, among others. The Telegraph Group, owned by the Barclay brothers, controls The Daily Telegraph and The Sunday Telegraph. Only two national newspaper groups are controlled by companies rather than individuals: Trinity Mirror, which owns the Daily Mirror, Sunday Mirror, Sunday People, the Daily Record, and 150 regional newspapers, and the Guardian Media Group, which is run by the Scott Trust and owns both The Guardian and The Observer. Despite the slight increase in the number of press owners, a small group of people still disseminates a significant amount of information in the UK.

The concentration of ownership extends to British broadcasting as well. Here, we must distinguish between public and private ownership. The BBC, as a Public Broadcasting Corporation, is run by a board of trustees and funded by the government, so it is not considered a commercial entity and is therefore excluded from discussions of private ownership. In the realm of private, terrestrial commercial TV, the major players are ITV, Channel 4, and Channel 5. The satellite and cable TV market is dominated by Sky, Virgin Media, and BT TV. Each of these companies owns a variety of channels. For example, ITV operates ITVX, ITV2, and ITVBe; Channel 4 runs More4, and Channel 5 has Five USA. Sky owns Sky Movies and Now TV, further illustrating the concentration of media ownership in the UK.


Types of Media Ownership 

Understanding the different types of media ownership is essential for grasping how a few companies exert significant control over the media we consume. Several key concepts describe the strategies these companies use to expand their influence and maximize profits. Let's explore these concepts in detail.

Horizontal Integration

Horizontal integration refers to the concentration of media ownership across different types of media outlets. This strategy allows companies to diversify their media assets and control various forms of content distribution. For example, News Corp, owned by Rupert Murdoch, exemplifies horizontal integration. It not only owns newspapers in Britain and Australia, like The Times and The Australian, but also has significant holdings in the United States, including the New York Post. Additionally, News Corp owns HarperCollins, a major publishing group, and 21st Century Fox, which includes Fox TV and film studios.

This type of ownership consolidation allows a company to influence a broad audience by controlling multiple types of media, such as TV, radio, newspapers, and books. However, horizontal integration can also raise concerns about monopolies. For instance, when Murdoch attempted to acquire Sky TV, the deal was blocked due to fears it would create an overly dominant media entity.

Vertical Integration

Vertical integration occurs when media multinational companies control every stage of media production, from creation to distribution. This strategy enables companies to maintain tighter control over their content and maximize economic gains. A prime example is Time Warner, which not only distributes films and TV shows but also produces them. Time Warner owns the production studios, writes the scripts, films the content, and even controls some cinema chains.

Similarly, News Corp and Disney are vertically integrated. News Corp owns television and film studios and satellite TV channels like GB News. Disney not only produces films and TV shows but also controls the theme parks, merchandise, and other related businesses, enabling it to shape its content and messaging comprehensively.

Lateral Expansion

Lateral expansion involves a media company diversifying into other business areas to spread economic risk. Virgin, owned by Richard Branson, is an excellent example of this strategy. While Virgin is a significant player in the media industry with interests in music publishing, film, and TV, it also operates in completely different sectors. Virgin runs an airline, a train service, a holiday business, insurance, and even healthcare services.

By diversifying across various industries, companies like Virgin can cushion themselves against downturns in any single market. This broad business approach ensures that if one sector underperforms, the company can rely on its other ventures to remain profitable.

Global Conglomeration

Global conglomeration refers to the expansion of media ownership beyond national borders, facilitated by globalization. Companies like Sony, Samsung, and Viacom have grown by acquiring media companies outside their countries of origin, establishing headquarters and subsidiaries worldwide. For instance, these companies, which began in the United States, now have offices and holdings in Europe, Asia, and Australia.

Globalization has opened up new markets, especially with the rise of new media like the internet and smartphones. As a result, a small number of media companies have transformed into global conglomerates, monopolizing media ownership across diverse media types and countries. News Corp is a prime example, with its presence in Europe, Asia, North America, and Australia, illustrating how media ownership has become a global phenomenon.

Synergy

Synergy in media ownership refers to the practice of creating and selling multiple products based on a single media property. This approach strengthens marketing efforts and maximizes profits by offering a diverse range of related products. Marvel, owned by Disney, provides a clear example of synergy. A single Marvel film can lead to the sale of soundtracks, video games, comic books, action figures, and clothing.

This strategy is not limited to entertainment. Companies like Samsung and Apple also leverage synergy by collaborating with the film industry to create products that complement their media offerings. Technological convergence has facilitated this process, making it easier for media companies to reach global audiences with a unified marketing approach.

Technological Convergence

Technological convergence refers to the merging of multiple technologies into a single media delivery system, such as a smartphone, tablet, or laptop. Media companies have increasingly focused on this strategy to simplify and enhance how we consume media. For example, modern Samsung TVs come pre-installed with apps like YouTube, BBC iPlayer, Netflix, and Disney+, the result of partnerships between Samsung and these media companies.

Technological convergence allows media companies to streamline content delivery, making it more convenient for consumers while increasing the companies' control over the media landscape. Companies like Apple, Microsoft, and Facebook are also heavily involved in this convergence, creating integrated systems that combine various media forms into one easily accessible platform.