1. The Global Media Marketplace
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
The Global Media Marketplace
Lecture by Dr. Mohammed Ibahrine

2. 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
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3. 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
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4. Definition of Globalisation
Please define globalization
Please discuss the media issues related to the globalization discourse
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5. 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
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6. 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
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7. 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
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8. 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
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9. 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
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10. Convergence Ttop media AOL-Time Warner Bertelsmann ViaCom/CBS
The Walt Disney Company
Sony
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11. 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
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12. 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
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13. 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
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14. 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
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15. 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
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16. 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
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17. 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
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18. 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
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19. 2.4 International Print Media
The Paris-based International Herald Tribune,
the “word’s daily”
has a worldwide circulation of
in 186 countries
and 60 correspondents around the world
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20. 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
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21. 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
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22. 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
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23. 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
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