Discuss the Issues Raised by Media Ownership in the Production, Distribution and Exchange of Media Texts in your Chosen Media Area

The term 'Media Ownership' refers to the process where an increasingly small number of companies own most media outlets. This process has an effect on production, distribution and exhibition companies in both positive and negative ways.

The first way media ownership raises issues within production companies is that producers cannot take as many risks, due to the size of the market that they have to satisfy with their product. Although this could be potentially problematic in terms of the quality of the movie, there are advantages for production companies as well in terms of media ownership. An example of such an advantage is that, with a big conglomerate, the company would not need to collaborate with other companies to ensure they get a prophet, due to how successful they already are. Also, big conglomerate production companies can be more ambitious when making the film by using celebrities, better quality (HD, 3D, IMAX) and using broader locations to shoot in.

Distribution companies do not really face any issues when it comes to media ownership, instead having the advantage of synergy. Synergy can be used to promote the film, such as through video games, soundtrack, merchandise, etc. An example of synergy is within Disney and their various products sold at supermarkets, such as plush toys, their clothing range and posters. This is an advantage for distribution companies for it is a good way to promote and market the film to exhibitors and their audiences.

Exhibition companies also face advantages and disadvantages concerning media ownership. An advantage for exhibitors is that their companies will have more audiences if their product has been marketed and advertised well. For example, the film Skyfall features famous actors such as Judi Dench and Daniel Craig, both of which featured in all the trailers, and many posters advertising the release of the film. The trailers also featured many of the special effects and action sequences that occur in the film, so it can be ensured that the institutions make a prophet. A disadvantage for exhibition companies however is that the film has to do well at the box office in order for all three of the institutions to make a prophet, making it quite risky to exhibit small independent company-made films.

To conclude, media ownership has both a positive and negative effect on the institutions, particularly production and exhibition companies. More well known companies are likely to not have to worry about competition unlike independent small companies that need to make a prophet. This therefore makes production companies face the most issues in terms of media ownership rather than distribution or exhibition.