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DESCRIPTIONAS Media Studies G322 Audiences & Institutions Piracy Lesson
- 1.1. Vertical Integration 2. Synergy 3. Web 2.0 4. Promotion and Marketing 5. Independent 6. Convergence 7. Copyright 8. Download 9. Horizontal Integration 10. The 'Big 3' 11. Production 12. Distribution 13. Consumption 14. Subsidiary 14 Key Terms Define them in 5 minutes!
2. 1. Vertical Integration: When a media company profits from all areas of production, distribution and consumption 2. Synergy: The interconnected marketing and distribution of related media products across a range of platforms and sectors 3. Web 2.0: The second phase of the internet, where the focus shifts from people receiving information and services to people creating and sharing material 4. Promotion and Marketing: An aspect of distribution that creates interest in a media product 5. Independent: A media organisation or activity that is not connected to a major company 6. Convergence: Hardware and software coming together across media, with companies coming together across similar boundaries of production, distribution and consumption Mark a partners answers. 3. 8. Download: The practice of selecting and receiving digital information from an online source on a computer, as opposed to sending it by upload 9. Horizontal Integration: The process of two companies coming together through merger 10. The 'Big 3: The 3 MAJOR music labels: Sony Music Group, Universal Music Group and Warner Music Group. Formally 'The Big Four', became 3 after EMI's merger with Universal in November 2011. 11. Production: Recording music 12. Distribution: Promoting music and getting it into shops, on the radio and downloaded for payment 13. Consumption: People buying CDs, downloading music, paying for live concert tickets and purchasing any related products 14. Subsidiary: One of a number of record labels owned by a particular conglomerate institution Mark a partners answers. 4. Work out your percentage! Over 50% Below 50% 5. How do institutions sell their products to audiences in contemporary media? In pairs, list three methods. Distribution 6. Radio advertising Live music sector Music retail sector Licensing of music to third parties Revenue Streams 7. Combatting Piracy Learning objective: To understand the effects of music piracy for institutions and audiences. 8. Biggest contributor to piracy? 95% of music downloads are unauthorised. 71% of users cite high prices as the reason. 84% of illicit downloaders think artists deserve to be paid. Solution? Piracy 9. Music industry is still losing out to internet pirates on a huge scale, with an estimated 95% of music available online being downloaded illegally. Industry is forced to employ marketing ideas such as Radiohead's "pay what you like" album In Rainbows and Coldplay's move to give away tracks to promote their album. UK Record industry lost 180m in 2012, and more than 1bn in 2013. Research task: In pairs, prepare a short presentation about what current strategies conglomerates and independent labels are employing in their attempts to combat music piracy. Analyse and evaluate the success of specific examples. Be prepared to present to the class! Effects of Piracy 10. Writing Task Does this article suggest that current alternative marketing strategies are successful in combatting piracy? 11. Example In contemporary media practice, institutions such as SONY are forced to think of new ways to sell their products in order to avoid online piracy. In December 2013 SONY, via their offprint label Columbia, released Beyonc's self-titled album online with no previous marketing. This meant that material was not leaked online and exposed to illegal downloads. It also meant that media interest was generated due to the unusual release pattern, which in turn generated extra sales. However, reports have shown that Beyonc's album was still illegally downloaded 240,000 times costing SONY 2.5million. This would suggest that even the largest conglomerates are unable to avoid piracy despite adapting the methods in which they sell their products. Explanation/ analysis/ argument Use of examples Use of terminology 12. How do institutions sell their products to audiences in contemporary media? Include: Traditional sales Digital Combatting piracy Streaming Homework