Marketing;Advertising
All of the traditional media industries (film, television, print, broadcast, music) are trying to adapt to the rapidly changing US demographic as they position their products and develop strategies to create a brand identity. Some are more effective than others, but successful or not we can learn from how they do or do not address the 800 pound gorilla in the room…the Hispanic market.
Of the Big Six media companies, which do you think is most effective and least effective in how they are positioning their brands in the US Hispanic market? What would you recommend, using the strategies presented in our text to modify how they are positioning their brands to reach the Hispanic Market?
This may require a little bit of research on your part, because I expect you to support your assertions with examples and substantive reasoning. See info below.
The Big Six[3]
Media Outlets
Revenues (2014)[4]
Comcast
NBCUniversal (a joint venture with General Electric from 2011 to 2013), NBC and Telemundo, Universal Pictures, Focus Features, 26 television stations in the United States and cable networks USA Network, Bravo, CNBC, The Weather Channel, MSNBC, Syfy, NBCSN,Golf Channel, Esquire Network, E!, Cloo, Chiller, Universal HD and the Comcast SportsNet regional system. Comcast also owns thePhiladelphia Flyers through a separate subsidiary.
$69 billion
The Walt Disney Company
Holdings include: ABC Television Network, cable networks ESPN, the Disney Channel, A&E and Lifetime, approximately 30 radio stations, music, video game, and book publishing companies, production companies Touchstone, Marvel Entertainment, Lucasfilm, Walt Disney Pictures, Pixar Animation Studios, the cellular service Disney Mobile, Disney Consumer Products and Interactive Media, andtheme parks in several countries. Also has a longstanding partnership with Hearst Corporation, which owns additional TV stations, newspapers, magazines, and stakes in several Disney television ventures.
$48.8 billion
News Corporation*
Holdings include: the Fox Broadcasting Company; cable networks Fox News Channel, Fox Business Network, Fox Sports 1, Fox Sports 2, National Geographic, Nat Geo Wild, FX, FXX, FX Movie Channel, and the regional Fox Sports Networks; print publications including the Wall Street Journal and the New York Post; the magazines Barron’s and SmartMoney; book publisher HarperCollins; film production companies 20th Century Fox, Fox Searchlight Pictures and Blue Sky Studios. As of July 2013, News Corporation was split into two separate companies, with publishing assets and Australian media assets going to News Corp, and broadcasting and media assets going to 21st Century Fox.[5]
$40.5 billion ($8.6 billion News Corp and $31.9 billion 21st Century Fox)
Time Warner
Formerly the largest media conglomerate in the world, with holdings including: CNN, the CW (a joint venture with CBS), HBO, Cinemax,Cartoon Network/Adult Swim, HLN, NBA TV, TBS, TNT, truTV, Turner Classic Movies, Warner Bros. Pictures, Castle Rock, DC Comics,Warner Bros. Interactive Entertainment, and New Line Cinema.
$22.8 billion
Viacom
Holdings include: MTV, Nickelodeon/Nick at Nite, VH1, BET, Comedy Central, Paramount Pictures, and Paramount Home Entertainment.
$13.7 billion
CBS Corporation
Holdings include: CBS Television Network and the CW (a joint venture with Time Warner), cable networks CBS Sports Network,Showtime, TVGN; 30 television stations; CBS Radio, Inc., which has 130 stations; CBS Television Studios; book publisher Simon & Schuster.
$13.8 billion
Write at LEAST 3-4 pages
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