Synergy
• When the interaction of two or more forces working together creates a greater effect than the sum of their individual efforts. • Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media. • It works when different elements within a media conglomerate (e.g. film studio, record label, video game division) promotes created linked products (e.g. film, soundtrack, video game) so that they all publicise each other e.g. disney working with sony promoting the product together an example is the greatest showman soundtrack as well as the film “ The Disney Stores promote the consumer products which promote the parks which promote the television shows. The television shows promote the company. ” Former Disney CEO Michael Eisner Synergy is the joining of efforts between two mainly media companies to get the m...