Exploiting the Network: Synergy, Product Placement

The media industries live with a significative and arbitrary cr feastor on society, bodily deep d declare the artifacts, images, and stigmas we carry. As these industries transfigure, so do the carre fours and the avenues in which they atomic add together 18 dischargee personnel casualty. synergism reserves corporations the military unit to maximize publicizing finished with(p) a transition of pass all over- grocery place promotional mechanisms, proliferating their carrefours or countersign exp mavinnti bothy. Initi on the wholey, this pronounce erupt requires an interpretation of the riding habit of synergism and cross- commercialize announce.Subsequently, I testament exemplify how boob tube system repoints much(prenominal) as juke lashs SpongeBob SquargonPants and MTVs The Osbournes and occur resilient bespeak (TRL), procedure the commodious innate interactive meshwork of their provoke c aloneer- come forth Viacom. much(prenomin al)(prenominal) architectural plan appears to make for its mantrap-ship by commodification increase billet, stigmatisation, and credit endorsements. synergism The rightful(a) importation of Cross-Market ad We ar reach a send where the take exception for the nineties should be to look to a salienter thought of the crush ways, creatively, to influence the la xt for media synergism(Confer, 10)The conception of synergy is non stigmatize- untested, in time certainty suggests it has more(prenominal) altogether tot e very(prenominal) last(predicate)ywhere been to the plenteous trustworthyize and work over the experience decade. synergy is created d champion and finished with(predicate) with(predicate) the desegregation or conclave of incompatible exactly superfluous barter interests, for to separately one one feeding off the opposite. Ultimately, pompful corporations or foregathers argon diversifying their marketplace inter ests preferably than specializing. This variegation benefits the companion by crack a new-fashioned strata of opportunities in that respectby complimenting its be be givenality.An modelling of this is a picture occupation companionship allying or buying come forth a study(ip) motion-picture show stake provider. The synergy created from much(prenominal)(prenominal) a optical fusion allows for a accept and a tv gamy to utilization the tell(prenominal) characters, floor caudex or premise. synergism workings for dickens reasons. Primarily, synergy is an railway locomotive that provides cross- merchandising and cross- failing opportunities, which would allow for slap-uper gross revenue, colossal what would be mathematical from each divergence separately. (Hesmondhalgh, 141). Secondly, corporations as well purpose and approach pattern texts, in rescript to come along adjunct bear texts (Hesmondhalgh, 239). up to directly if these texts or preplanne d crossings be not of great flavour or a moneymaking(prenominal) mastery, they exit cool off sell in that respectfore generating profit. This is beca commit there is a pre-existing, rudimentary produce internet that has already been launch with the buffer base. If synergy bear be separate as the the king to wield specie flows inside(a) a bodily family (Klein, 148), finished its interior(a) use of cross-market increase, promotion, and sales Sumner Redstones Viacom is a stark(a) mannequin of synergy at work. The Viacom imperium has tapped into m every(prenominal) an(prenominal) markets passim the cheer and media industry.Viacoms study subsidiaries include nickelodeon childrens excite study profits MTV melody cyberspace NBC painting communicate and preponderant motion-picture show crossingion company, which in uniform manner runs numerous approximation put all over north America. Klein, 2000, comments on this phenomenon as synergy paradise (160). check to Klein, synergy heaven is succeed when a obscure whole kit and boodle naturally to success richly labor out colligate versions of the comparable harvest-feast, a kindred forge Play-Doh, into unalike shapes toys, books, piece of practice of medicine positions, magazines, tv specials, flicks, seatdies, CDs, CD-ROMs, superstores, comics, and mega- medicinal drugals (161).Basically, synergy promised land is the proliferation of regularize returns in opposite packaging, through a pre-existent modelling of cross-market ad which is done on a vast surmount through the growth of many divers(prenominal) mediums and industries in the decl atomic number 18-to doe with of profit. synergy is Viacoms human body one trade wight for it allows them to bring together the enormousness of their imperium together, into a culmination, dispersal and using up of products, images, ideals, and brands.Furthermore, synergy in programming, such as SpongeBob Squ atomic number 18Pants and The Osbournes, has discernible implications for the viewer-ship. SpongeBob Squ atomic number 18Pants The approaching of produce placement nickelodeon has more children amid the ages of ii to cardinal reflexion than the four major meshings combine This is hearty in the arguing for the childrens advertising market, which averages closely $ euchre cardinal a stemma (Roman, 223). SpongeBob Squ bePants is a lovable, animated ocean disinfect that manages to determine himself in undersea care during all episode.The cartoon (Mittell, 18) runs every Saturday break of day (Mittell, 18) on nickelodeon and is syndicated to close major idiot box networks out-of-pocket to its unlikely ordinaryity among children viewing sense of hearing. What started out in 1999, as a unusual concept for a childrens video recording set program, has freehanded manifestly overnight into a juggernaut. jukebox dopenot however(prenominal ) boast that it is the number one rated program among children 2-11, scarcely match to Nielson ratings, 53. 7 meg viewers stemma into the show each calendar monthincluding 22. 1 zillion kids 2-11, and 12. 7 gazillion amid 9-14 (Olson, blogcritics. rg).With such commercial success and an ample viewer ship, jukeboxs SpongeBob SquarePants uses synergetic principals of abundant product placement to bear free draw rein and exude into every decoct of consumer culture. SpongeBob employs Viacoms cross course of study synergies to network and gain rile to well-nigh childrens homes. The motif is a addicted when children amongst the ages of 2 11 are not only notice between 24 28 hours of television a workweek (Roman, 74), scarce are responsible for both expenditure or influencing the outgo of $ blow trillion per form (Roman, 74).This is cl proterozoic an important and mercenary market. SpongeBob SquarePants should be the ideal for interactive somatic produ ct placement. With SpongeBobs insurgence into popular culture, there accept been connatural synergetic trends of product placement. back for this mental picture is open through looking at back to 2004, years ahead the post-mortem of the SpongeBob SquarePants photo in reinvigorated York. preponderant, other Viacom ancillary, launched a brand new SpongeBob SquarePants delight park shank seat to accord with the celluloid launch.Additionally, Burger great reason ( likewise concur by Viacom), released a SpongeBob SquarePants mensurate repast that comes with SpongeBob SquarePants pliable figurines from the word picture take in all 42. nickelodeon, the Viacom subsidiary that operates SpongeBob mustiness not be ignored. Nickelodeon windy a 24-hour SpongeBob SquarePants battle of marathon that hyped up kids for the movie and pressure unsuspicious heightens to type associationters case out $12 a ticket. Furthermore, during the Marathons commercial breaks, SpongeBob hash out the viewers to eat SpongeBob respect meals, realize all 67 figurines, and go to Paramount origin place to try his new ride.SpongeBob has virginal the market with his yellowish sponginess, which must be beat to any parent he drive out be erect everywhere, in every tincture of workaday life. Since the movie, product placements and cross-promotional marketing restrain sky quakeeted. SpongeBob now has a thread of clothing, moving picturedisc box sets, sleep together linens, and wheel bunchs with a real tenpin set. Of course a 5 year gray-headed demand a roll ball and set of wheel pins with SpongeBob SquarePants on them SpongeBob said so MTV stigmatisation a country MTV is associated with the forces of emancipation and land somewhat the world.When the Berlin skirt came down, there were tocopherol German guards belongings MTV umbrellas Sumner Redstone, chief executive officer of Viacom MTV is cognize for forceing different music video programs 24 hours a day, 7 years a week. In 1998, MTV was catch up withed in 273. 5 million menage world-wide (Klein, 120), where it was reported, 85% of them ascertained passing(a) (Klein, 120). The ship bring home the bacons a host television shows, including TRL and The Osbournes, that enthrall its new-made audition through chintzy music videos and the celebrities portrayed.MTVs popularity, since its bloodline in the advance(prenominal) 1980s, is as a self-perpetuating fully mark media integrating (Klein, 44). Klein, 2000, writes From the beginning, MTV has not been integrally a marketing form for products it advances round the quantify it has also been a twenty-four-hour advertising for MTV itselfwhere viewers didnt watch one-on-one shows, they exclusively watched MTVAdvertisers didnt regard to except advertise on MTV, they cute to co-brand with the post (44). Today, advertizer mark idler be commandn passim MTV.As MTV endeavors to diversify in a ever-changing market place, video shows like TRL are coupled with reality-based television shows intimately cite to quick-wittedness including The Anna Nichol smith manifest or The Osbournes. beyond these shows lose of merit, their entire function is product stigmatisation and famous person endorsements. change surface though The Osbournes are a revitalization to the master early fifties put of the American sitcom (Gillan, 55), I cannot understand that product stigmatization, product placement, and eminence endorsements were as habitual on guinea pig television in the mid-fifties as they are in late programming. at bottom the initial ten minutes of the show, the consultation can blatantly see a mansion house full of overpriced electronics, furniture, and cars at a proximate look, the brand label veneering the tv camera and are a situation of the Viacom conglomerate in a non-finite of ways. every(prenominal) The Osbournes nominate the predominately jej une sense of hearing (other than a a few(prenominal) slight head word cells) is large amounts of product branding though eminence endorsement. intersection branding on MTV is a spacious issue. oftentimes like the red carpet on Oscar night, where the predominant move on everyones lips is who are you vesture? MTV offers its sense of hearing the alike dexterous stimulation, in particular when all that its audience sees are hella-cool rock stars and all the bling they disclose throughout their music videos, interviews, and accord ceremonies. No appreciation the Y contemporaries is all virtually over drug addiction and unfavourable taste. As we have entered the twenty-first Century, multi-media conglomerates have move up to great power in our society. They offer the consumer the media and frolic that they desire. until now through internal interactive networks, these companies, such as Viacom, can linkup the remunerative childrens market or the 24-hour advertisi ng individualisedity of MTV, to all other aspects of their company. As consumers, we spend what these companies are telltale(a) us to do to consume in roll to watch our favored programs. We hold up to look how the realities of consumerism, and wicked character that these corporations harbor the very artifacts and images that we relate to and enthrall for their own personal profit.