The Global Media Marketplace 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 21/02/2019

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 21/02/2019

Definition of Globalisation Please define globalization Please discuss the media issues related to the globalization discourse 21/02/2019

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 21/02/2019

Convergence Before globalization, most media corporations had distinct areas of business: Disney was primarily concerned with cartoon films and theme-park operations Time was known mainly as a publishing business 21/02/2019

Convergence With the privatization of broadcasting across the globe, coupled with new methods of delivering media and communication content: Satellite Cable The Internet The Mobiles 21/02/2019

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 21/02/2019

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 21/02/2019

Convergence Ttop media AOL-Time Warner Bertelsmann ViaCom/CBS The Walt Disney Company Sony 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019

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 21/02/2019