Blog Entry Media context: Issues raised by media ownership

• the issues raised by media ownership and funding in contemporary media practice

Cross-media ownership is a company that owns different types of media. Disney is a great example of cross-media ownership. Disney owns many types of media outlets, such as TV, radio, film, etc. Disney promotes a brand through these networks. This process is called synergy, when a range of smaller subsidiary companies of a conglomerate work together to promote a brand. Disney can promote soundtracks through their record label, or they can promote a television program such as ‘Hannah Montana’ on the Disney channel. Synergy has been also used for promoting the movie ‘Toy Story 3’. Previews of ‘Toy Story 3’ were included at end of the first two films of ’Toy story’. This encourages the audience to watch ‘Toy Story 3’. Cross-production happens when one takes a original product and produces it in several ways. One example of cross-production could be Batman starting out as a comic and now has many movies, video games, and more.