Synergy and convergence Sadie Coles, Beth Tucker + Tash felton

Synergy Is the term used to describe a situation

where different entities cooperate advantageously for a final outcome.

It is also releasing 2 or more products at once to promote each other.

Sony can use synergy much more as it is a conglomerate which owns various smaller companies

Examples of synergy from Sony

Outlets

CD DVD

Game

One Direction within Sony All off their music is produced within Sony which is an example of horizontal information because money is not moving out of the corporation it is staying inside of it. However, there is another example of convergence as one direction have teamed up with GIOIA to produce jewellery for their fans, and they are two big companies producing a product and both working on it.

One Direction within Sony The one direction movie ‘This is us’ was Directed by Morgan Spurlock who has been directing Sony movies since 2011. This is an example of convergence because

Examples of synergy from Working title films

Sound TrackDVD

More synergy within Sony Sony Pictures Entertainment’s Skyfall is

released at the same time as Sony-Owned Soundtrack CD.

Sonys Electronics released a new TV and new adverts featured Skyfall when promoting it

Sony Synergy- Casino Royal Institutional Involvement Produced by MGM and Columbia Picture ( Sony subsidiaries)

DVD distribution by Sony Pictures Available on Sony Classical

Product placement Sony Ericsson PhoneSony Cyber Shot CameraSony Vaio notebook/laptop

http://www.youtube.com/watch?v=NubkdiqCmiI

Symbiosis Is the linking of various companies to

make profits from one product . This is when the the film pomotes the

soundtrack which promotes the dvd which promotes the game which promotes the TV.

All products are SONY owned This is vertical integration.

Convergence The process by which a range of media

platforms are integrated within a single piece of media technology

It happens when the music industry comes together when Adele releases the new single for skyfall.

Examples of Convergence Tv industry which work with the

animation industry Film industry which work with the music

industry Video game industry which work with

Online media

Problems with synergy Different companies may have different

ideas Can lead to loss in jobs. Sony laid off

19,500 workers in 2013 Leads to oligopolies- uneven distribution

of power