textbook midterm ai

Discuss the relevancy of ESPN+ to the successful launch of Disney+?

ESPN+ gave Disney experience with direct-to-consumer streaming and helped it prepare its technology and subscription model.

Where did the expression “Content is King” originate?

Bill Gates popularized it in his 1996 essay “Content Is King.”

What is brand authenticity? What are some elements which could be used in developing an authentic brand narrative?

Brand authenticity means a brand’s actions match its stated values; a narrative can draw on its history and mission along with consistent messaging and real customer or community stories.

How was convergence led to increased audience interactivity?

Digital platforms let audiences respond to and share media; they can also vote and comment or create their own content.

New revenue streams are arising in addition to advertising and subscriptions. Discuss 3 of these other revenue streams.

Licensing and syndication sell content to other outlets; merchandising sells products tied to a brand; live events create ticket and sponsorship revenue.

Discuss ways in which today’s entertainment media managers are adapting to a transnational audience.

They translate or subtitle content and adapt it for local cultures; they work with regional creators and partners and tailor distribution and payment options to local markets.

What are some issues relating to data privacy as discussed in the book?

Issues include collecting data without clear consent; tracking and profiling users; sharing or selling personal information; security breaches; and protecting children’s data.

What is the difference between a passive and active audience?

A passive audience mainly receives media; an active audience chooses and interprets media and may respond or create content.

What are the four types of media audiences as defined in Sullivan’s (2013) book?

Audiences as victims of mass media; market constructions and commodities; media users; and producers and subcultures of mass media.

List and describe 3 roles that an audience member can play sequentially or seamlessly.

A consumer watches or listens; a fan discusses and supports media; a producer creates or shares content.

Define second screening. How does this concept amplify the social role of the media?

Second screening means using a second device while watching or listening to media; it lets audiences discuss and share the experience in real time.

What is a binge racer?

A viewer who watches an entire season within 24 hours of its release.

What is datafication? What are some methods by which media companies are collecting big data on their audiences?

Datafication turns people’s actions into measurable data; companies collect it through apps and websites as well as cookies and social media or device activity.

What was the strategy employed by The Guardian to deal with dropping revenues as a result of the consumer transition from print to digital?

It shifted toward digital-first publishing and a global online audience; it kept much of its content open and asked readers for memberships and contributions.

Discuss the 4 supporting activities in a Value Chain analysis.

Firm infrastructure supports the whole organization; human resource management handles staffing; technology development improves products and processes; procurement obtains resources and services.

Define the 5 primary activities of the Value Chain and discuss what happens during each phase for an entertainment company.

Inbound logistics obtains content and production inputs; operations develops and produces content; outbound logistics distributes it; marketing and sales promotes and monetizes it; service supports audiences and business customers.

Define niche theory. What is competitive superiority?

Niche theory explains how media firms compete for resources such as audience attention and advertising; competitive superiority means one firm uses those resources more effectively than its rivals.

What is the Diffusion of Innovation Theory all about? What are the 5 categories of consumers under this theory?

It explains how innovations spread through a population over time; the categories are innovators

What is the perspective of the resource-based view? What is a VRIN resource?

The resource-based view says a firm can gain advantage from its internal resources; a VRIN resource is valuable

What is dynamic capabilities theory?

It describes a firm’s ability to adapt by building and reorganizing its resources as conditions change.

What units of analysis have been used in media management research?

Researchers study individuals and groups; organizations; media products and content; industries and markets; and countries or societies.

Discuss the challenges of conducting quantitative and qualitative research as detailed in Ch. 4.

Quantitative research needs reliable measures and representative data; qualitative research can be time-consuming and open to interpretation while smaller samples may not generalize broadly.

List 3 of the data collection methods being employed by today’s media managers.

Surveys; interviews or focus groups; and observation or digital audience analytics.

What is the dual product business model?

A media company provides content to audiences while selling advertisers access to those audiences.

Describe the difference between a television rating and share?

A rating is the percentage of all households or people in the measurement area watching a program; share is the percentage of those currently using television who watch it.

What is a DMA?

A designated market area is a geographic region where local television viewing is grouped for audience measurement and advertising.

Discuss how a Local People Meter (LPM) is different from a Set Meter?

A set meter records which television set or channel is in use; an LPM also identifies which household members are watching.

How does Nielsen factor in DVR viewing into their ratings and share data?

Nielsen includes qualifying time-shifted viewing in Live-plus-same-day and Live-plus-three or seven-day measures; some advertising ratings count commercial viewing within those windows.

Define the term audience engagement? What are some metrics which can be used to measure audience engagement?

Audience engagement is the attention and interaction people give media; measures include viewing time and completion as well as likes and comments or shares.

What is a conversion rate? How does it differ from an engagement rate?

Conversion rate is the percentage who complete a desired action; engagement rate measures interaction with content relative to an audience or reach.

Define bounce rate and exit rate.

Bounce rate is the percentage of visits that leave after viewing one page without further interaction; exit rate is the percentage of page views that are the last page in a visit.

What does the term triangulation mean?

Using multiple methods or data sources to check a finding and strengthen confidence in it.

Define human resource management.

The work of recruiting and selecting employees as well as training and supporting or compensating and retaining them.

Compare and contrast Theory X, Theory Y, and Theory Z.

Theory X assumes workers avoid responsibility and need close direction. Theory Y assumes workers can be self-motivated. Theory Z emphasizes trust long term employment and collective decision making.

List 3 benefits of using social media for recruiting new employees.

It reaches a larger talent pool; it can reduce recruiting time and cost; and it helps employers connect with candidates and present their workplace.

How is big data being used by HR professionals?

HR teams analyze employee and applicant data to guide hiring and training as well as workforce planning or retention and performance decisions.

Discuss the specific and measurable ways that HR professionals are addressing diversity and globalization.

They track hiring and promotion by demographic group; measure retention and pay equity; broaden recruiting channels; and build inclusive practices for global teams.

Relate the 4P’s of marketing to an entertainment firm.

Product is the content or experience; price is the cost of access; place is where it is distributed; promotion is how it is marketed.

What is segmentation? Briefly discuss the four major approaches discussed in the chapter for segmenting audiences.

Segmentation divides audiences into groups; demographic uses traits such as age; geographic uses location; psychographic uses values or lifestyle; behavioral uses actions and media habits.

What is positioning? What is the purpose of a positioning map?

Positioning is the place a brand occupies in the audience’s mind; a positioning map compares brands on two attributes to show audience perceptions and potential opportunities.

Define branding. List 4 characteristics used in establishing brand identity.

Branding creates a recognizable identity for an offering; characteristics include its name and logo as well as colors and tagline.

What are the three major categories of advertising sales?

Upfront sales; scatter sales; and remnant sales of unsold advertising time.

What is the difference between the upfront and scatter markets?

Upfront ads are bought in advance of a season; scatter ads are bought later during the season and prices reflect current demand.

Discuss 3 key changes that have ushered in the Media Branding 3.0 Era.

Digital convergence expanded brands across platforms; audiences gained more ways to participate and share; advertising increasingly blends with entertainment and information.

What is branded entertainment/brand integration?

Entertainment that incorporates a brand or its products into the content rather than separating the message as a conventional commercial.

List the 3 ways that television networks are attempting to blend commercials with programming.

Product placement; sponsored segments or programs; and branded entertainment or integrated advertising.

Define transmedia storytelling. Provide an example of its use by an entertainment company.

A story unfolds across multiple platforms with each one adding to the story world; Marvel extends connected stories across films and series as well as comics and games.

Define laws, regulations, and policy.

laws are rules enacted by legislators, regulations are agency rules that implement laws, and policy is a governments broader goals and approach

What is the primary regulatory agency overseeing the entertainment media industry?

The Federal Communications Commission (FCC).

What is the role of the FTC?

The Federal Trade Commission protects consumers and competition; it enforces rules against deceptive advertising and unfair business practices.

What is the Commerce Clause?

The Constitution’s grant of power to Congress to regulate commerce among states and with foreign nations.

List the 5 exclusive rights granted through basic copyright protection.

The rights to reproduce a work; make derivative works; distribute copies; perform it publicly; and display it publicly.

What is a benefit of registering a work with the U.S. Copyright Office?

Registration creates a public record and can provide access to statutory damages and attorney’s fees when timing requirements are met.

What is the public domain?

Works not protected by copyright or whose copyright has expired; they can generally be used without permission.

Define fair use? What are the exceptions for which fair use applies?

Fair use allows limited use of copyrighted work without permission; examples include criticism and comment as well as news reporting or teaching and research.

What is a trademark? Discuss the legal protections provided by trademarks.

A trademark identifies the source of goods or services; protection helps prevent confusing uses and protects brand identity and goodwill.

What is the Clayton Act and its relevance to the entertainment industry?

The 1914 antitrust law addresses practices such as anticompetitive mergers and exclusive dealing; it can apply when media mergers threaten competition.

What is COPPA? List 2 requirements that media companies must adhere to if they wish to collect information on children under the age of 13.

COPPA is the Children’s Online Privacy Protection Act; companies generally need verifiable parental consent and a clear privacy notice explaining their data practices.

What is a transnational corporation? List the 3 major business and technological shifts which have changed the study of transnational media management.

A corporation that operates across national borders; key shifts include globalization and deregulation as well as digital technology.

What does the term foreign direct investment (FDI) mean? What are the 3 primary reasons that help explain why a company engages in FDI?

FDI is investment that gives a company lasting business interests in another country; common motives are reaching new markets and accessing resources or improving efficiency.

Describe two risks associated with FDI.

Political or regulatory changes can disrupt operations; currency and economic instability can reduce returns.

What is vertical integration?

Owning or controlling multiple stages of a media business such as production and distribution or exhibition.

List the 4 reasons given by Gershon for the failure of some mergers and acquisitions.

Lack of a compelling strategic rationale; inadequate due diligence; poor post-merger planning and integration; and financing problems or excessive debt.

Which merger is classified as a “catastrophic failure”?

The AOL–Time Warner merger.

What is exchange efficiency?

Making transactions easier and faster by reducing the effort and cost of connecting buyers and sellers.

What is an OTT service?

A service that delivers content over the internet without relying on a traditional cable or satellite provider.

Define market concentration?

The degree to which a small number of companies control a large share of a market.

Which form of media is the most accessible and widely used across the African continent?

Radio.

Is free-to-air or pay TV more widely used in Africa?

Free-to-air television is more widely used because it is generally more affordable and accessible.

Discuss the media ownership structure across Africa.

Ownership varies by country but includes state-owned outlets and private companies; it is often concentrated among a small number of politically connected or family-controlled groups.

What are some of the challenges in establishing promising business models in Africa?

Low incomes and limited advertising markets; gaps in electricity and internet access; high data costs; language diversity; piracy; and economic or regulatory instability.

What is the current state of the music streaming sector in Africa?

It is growing with mobile access and local services but remains difficult to monetize because of data costs and affordability or payment barriers.

Discuss the argument made for organizational structure reform.

Media organizations need more flexible structures with cross-platform teams and local decision-making so they can adapt to digital changes and serve different markets.

What proportion of global growth in the world economy is attributable to Asia? Which Asian country has the fastest-growing economy?

Asia contributes about two-thirds of global growth; India was identified as the fastest-growing large economy.

Discuss the impact of colonialism on the censorship of media entertainment content in Asia.

Colonial-era laws and centralized controls shaped later censorship systems; governments continue to regulate content based on political or cultural concerns.

What has been the most “radical driver” of digital growth in Asia? Why is it considered to be so important to the growth of the digital market in the continent?

Mobile phones and smartphones have been a major driver; they let people access the internet without depending on fixed-line infrastructure.

What is a disruptive technology? Provide 2 examples of disruptive technologies in Asia.

A technology that reshapes or displaces established products or business models; examples include smartphones and OTT streaming services.

Discuss the use of AI technology by media managers.

They use AI for recommendations and audience analysis as well as targeted advertising or content moderation and production tasks such as transcription.

Discuss the impact of 5G technology on audiences.

Faster speeds and lower latency can improve high-quality streaming and support interactive services such as cloud gaming and augmented reality.

What is manga? How is this product influencing content creation?

Manga is Japanese comics; its serialized stories and visual style inspire adaptations for animation and film as well as games and other platforms.

Briefly describe the impact of the government on media management practice in Singapore.

The government strongly shapes the media environment through regulation and content controls while also supporting technology and media development.

Which country represents the fastest-growing smartphone market in the world?

India.

List 2 barriers to media convergence as identified by Mishra (2016).

A weak revenue model for multimedia journalism; and the strength of established print media which reduced the perceived need to converge.

What main factor led to increased channel growth in Asia?

Media liberalization and deregulation allowed more private broadcasters to enter; cable and satellite distribution helped extend their reach.

Which group has been the main revenue source for traditional media organizations?

Advertisers including large companies and government or public-sector advertisers.

Discuss the impact of America Movil and Grupo Televisa on the national economy and society in Mexico.

They built major telecommunications and media businesses and influence jobs and investment as well as access and public discussion; their size also contributes to market concentration.

Discuss the structure of the media market in Argentina, Brazil, and Chile.

Each market is concentrated among a few major groups. Clarín is prominent in Argentina and Globo in Brazil while El Mercurio and Copesa are prominent in Chile.

Name the two media companies that are considered to have the highest level of political

economic

Discuss opportunities for digital advertising investment in Latin America.

Growing internet and smartphone use creates opportunities in mobile video and social media as well as e-commerce and targeted advertising for local audiences.

Briefly describe 3 key challenges facing media managers in Latin America.

High ownership concentration; political influence and regulatory uncertainty; and unequal internet access and advertising resources.