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AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES The Global Media Marketplace Lecture by Dr. Mohammed Ibahrine The Global Media Marketplace • • • • • • • 1. Convergence 2. Global Trade in Media Products 2.1 Television 2.2 International Film Industry 2.3 International Book Publishing 2.4 International Print Media 2.5 International advertising 20/07/2015 2 The Global Media Marketplace • • • • • • • 3. Global News and Information Networks 3.1 News Agencies 3.2 Financial News Services 3.3 International Television News 3.4 International News Channels 3.5 Global Radio 4. Setting the Global News Agenda 20/07/2015 3 Definition of Globalisation • • Please define globalization Please discuss the media issues related to the globalization discourse 20/07/2015 4 Liberalization of telecommunications • As a result, the US telecommunications sector was gradually deregulated, liberalized and privatized • This shift has now affected telecommunications globally • The major European countries proceeded much more slowly in the process WHAT ABOUT MOROCCO • 20/07/2015 5 Convergence • Before globalization, most media corporations had distinct areas of business: • Disney was primarily concerned with cartoon films and themepark operations • Time was known mainly as a publishing business 20/07/2015 6 Convergence • With the privatization of broadcasting across the globe, coupled with new methods of delivering media and communication content: 20/07/2015 Satellite Cable The Internet The Mobiles 7 Convergence • The distinctions between these industries are being dissolved • With deregulation, and the relaxation of cross-media ownership restrictions, especially in the USA, media companies started to look to broaden and deepen their existing interests • • Since the mid-1980s there has been a gathering wave of mergers and acquisitions 20/07/2015 8 Convergence • In the last decade, we witnessed a trend towards media consolidation • This has reduced the number of corporations controlling both content and delivery internationally • Less than ten corporations , most based in the USA, own most of the world’s media industries 20/07/2015 9 Convergence • Ttop media 20/07/2015 AOL-Time Warner Bertelsmann ViaCom/CBS The Walt Disney Company Sony 10 2. Global Trade in Media Products • The global trade in cultural goods Films Television Print media Music Computers • Has almost tripled between 1980 and 1991, from $67 billion to $200 billion • The global trade in cultural goods is growing at a rapid pace with the liberalization of these sectors across the world 20/07/2015 11 2. Global Trade in Media Products • The United States is the leading exporter of cultural products • The entertainment industry is one of its largest export earners 20/07/2015 12 2.1 Television • Several leading media companies make their largest benefit from revenues from television • Most of the world’s entertainment output is transmitted through television • Television has become global in its operations, technologies and audiences 20/07/2015 13 2.1 Television • One of the most significant factors is the growth in satellite television • According to some estimates, in 1998, more than 2600 television channels were operating in the world, the majority of which were private channels • The number of television sets in the world has tripled since 1980, with Asia showing the highest growth 20/07/2015 14 2.2 International Film Industry • • • • Though more films are produced in India than in the USA global cinema and television screens are dominated by Hollywood • In 1996, the US film industry claimed nearly 70 percent of the European market 20/07/2015 15 2.2 International Film Industry • Since 1945, US film corporations have planned their marketing strategies with an international audience in mind • One reason for the presence of US films worldwide is its distribution network • The structural links between producers, distributors and exhibitors of US film industry and its ties with global banking industries contribute to the pre-eminent position of the USA in the global image market 20/07/2015 16 International Book Publishing • In the world of book publishing, though China and Germany rank first and third in the highest number of titles produced in 1996, English language publishing is predominant • The USA leads the world’s book export market • Recognizing the growing market for English-language books, in 1998 Bertelsmann overtook US-based Random House, the world’s largest English-language trade publisher 20/07/2015 17 2.4 International Print Media • Though six Japanese and two Chinese newspapers figure among the world’s top 10 newspapers in terms of circulation, they are rarely read outside their countries of origin • The Anglo-American press have global reach and influence • The Economist sell more copies outside Britain 20/07/2015 18 2.4 International Print Media • • The Paris-based International Herald Tribune, the “word’s daily” • has a worldwide circulation of 683 000 • in 186 countries • and 60 correspondents around the world 20/07/2015 19 2.5 International advertising • The global expansion of television and other media could not have been possible without the support of advertisers • The USA is the world’s biggest advertising market • Three times bigger than its nearest rival, Japan in terms of spending on advertising 20/07/2015 20 2.5 International advertising • Print advertising still leads among the ten top markets • Televisions remains one of the fastest growing advertising media, especially internationally with the proliferation of television channels across the world 20/07/2015 21 2.5 International advertising • • The advertising industry has gone beyond its traditional business model It now offers a global package which includes Advertising Marketing Promotion Public relations Management consultancy 20/07/2015 22 2.5 International advertising • The major conglomerates are the advertisers and the advertising agencies are themselves part of major conglomerates • Both are global in their strategies and approach 20/07/2015 23