Institutions can be horizontally or vertically integrated +
Vertical line is the making of it:|
| Producing
|
| Distribution
|
| Marketing
|
| Exchange
|
They do everything...The big six can horizontally and vertically integrate!
Media convergence is a term that can refer to either: the merging of previously distinct media technologies and media forms resulting from digitisation and computer networking.
Eg, Disney: they have disney life, Magazines, toys, disney shops, costumes etc all the money stays in house
A media conglomerate, media group or media institution is a company that owns large numbers of companies in various mass media such as television, radio, publishing, movies, and the Internet.Media conglomerates strive for policies that facilitate their control of the markets across the globe.
Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media.
Smaller independent companies can't do everything so they horizontally integrate- can't distribute.
