Rob White

Section B

Fundamentally, Media ownership has an abundant and substantial influence on the prosperous and successful distribution of media products as a whole within the industry in addition to the use of convergence as well as synergy in attempts to expand and maximise the potential customer base and people attracted to the product and simply in order to present consumers with different media platforms within a media company such as Bauer Media Group in which I have specifically been studying.

First of all, Bauer media is a conglomerate, which maintains media ownership of numerous platforms enabling effective and prosperous usage of convergence and synergy within their functioning and processes. Primarily, convergence in Bauer media is evident because they are the owners of over 30 magazine titles in 15+ countries. Additionally, they are also in sole possession and ownership of numerous Radio stations and Television channels. Furthermore, in 1990 Bauer Media took ownership of ‘Kiss FM’ and then of Liverpool’s ‘Melody FM’ now named ‘Magic 104.5’. Also, in 1994 Bauer Media then gained the ownership of the magazine brand ‘For him’ and is currently a huge market commodity and successful product across the globe. Moreover, in 1996 they then gained rights/ownership of a Televised music channel named ‘The Box’ another highly successful commodity of today’s industry. This utilisation of media ownership enabled a convergence, which describes a multi-platform approach within media and this made allowable an extensive and broader influence and grasp of target audiences/segmentations, maximising the revenue of the company due to higher rates of successful distribution. Furthermore, as a result of this broader influence and grasp of potential customers, this may further generate prosumers that could offer relevant feedback if necessary to the institution. Conjointly, Synergy is also utilised all through the multi-platforms to simply advertise and join these various platforms together with the use of numerous promotional aspects such as slogans and logos as this would then potentially maximise the sales and thus revenue of the company as higher rates of people will search these multi-platforms increasing profit from dispensing more products to a broader market/target segmentation. Also, Kerrang is a subdivision of Bauer Media established in 1981 as a simple addition to ‘the sounds’ magazine. Eventually and after further development and establishment, Kerrang attained a radio station and website. Furthermore, Kerrang is a rock magazine which additionally uses convergence and synergy to issue products through multi-platforms. Also, convergence is used in Kerrang as a sub-division which lengthens the range and grasp of audiences because of its multi-platforms such as websites and TV. Moreover, the use of synergy contained by these multi-platforms lets advertisement take place linking the platforms together with the clear use of the Kerrang logo. This maximises the consumers on platforms due to this enticement of higher rates of people who are then encouraged to search these multi-platforms to view exclusive material. To conclude, products may additionally be distributed through advertisement on many different platforms and or sub divisions of Bauer Media and Kerrang as an individual brand.

Rob White