Synergy basically means working together to achieve an objective that couldn't be achieved independently. Cross-media convergence can help with synergy if companies are wise enough to take advantage of the links they have forged. Cross Media Convergence is a term that refers to companies coming together vertically or horizontally (or both). An example of this is the big American company Warner Brothers, who have merged companys veritcally.
Disney is an obvious example of a synergistic company from the top down from Film Studio to Kids' TV Channel (where it further plays and promotes its films) to the Disney Store (in the street and online) where children can pester you to buy all the merchandise and DVDs/CDs they've seen on the TV/Web or in the cinema whilst watching and seeing other disney related things. Synergy doesn’t just happen in films, another example of when two or more companys have come together to promote and achieve the same aim was when the company Monster produced Beats by Dr Dre headphones under the Dr Dre name. Lady Gaga and Justin Bieber have also released under the "Beats" name, therefore people who wouldn't usually buy Monster or Dr Dre products are now attracted to and buy into the brand.
Disney is an obvious example of a synergistic company from the top down from Film Studio to Kids' TV Channel (where it further plays and promotes its films) to the Disney Store (in the street and online) where children can pester you to buy all the merchandise and DVDs/CDs they've seen on the TV/Web or in the cinema whilst watching and seeing other disney related things. Synergy doesn’t just happen in films, another example of when two or more companys have come together to promote and achieve the same aim was when the company Monster produced Beats by Dr Dre headphones under the Dr Dre name. Lady Gaga and Justin Bieber have also released under the "Beats" name, therefore people who wouldn't usually buy Monster or Dr Dre products are now attracted to and buy into the brand.
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