글로벌 미디어산업은 생산과 공급의 역할을 담당하는 행위자(actors)의 수는 감소하는 반면, 사업 영역은 팽창하는 특성을 보이고 있다. AOL 타임워너, 월트디즈니, 비아콤 CBS, 비방디, 뉴스코퍼레이션 등의 글로벌 미디어기업들은 공격이 최선의 방어라는 명제대로 한정된 힘과 자원으로 특정 사업 부문과 특정 시장에 선택과 집중하는 전략을 시행해 왔다. 이 연구는 이러한 흐름의 일관적인 특성을 미디어비즈니스 전략이라는 측면에서 체계적으로 분석하고자 한다. 최근 혼란 상태에 있는 글로벌 미디어기업의 경쟁 구도 재편 과정을 정리하고, 이러한 상황이 초래된 비즈니스 환경, 즉 미디어산업 환경 및 경쟁 양상을 심층적으로 분석하여 그 의미를 이해하고자 하였다. 이를 바탕으로 구체적인 사례를 분석하였는데, 분석틀의 핵심 키워드는 미디어기업의 통합(integration)전략이다.

Market occupying strategy in the media industry is not consistent, but it adopts the strategy structuring the market according to production principle as the general trends and shows aspect of separation and integration(selection and concentration) through the flexible production system focused on the diversification for the uncertainty on the acceptance of value in use caused by the speciality of media products. Purpose of this study is to systematically analyze the consistent characteristic of these trends in terms of strategy in media business. Recently, we try to understand the meaning of environments and competitive aspects in the media industry, business environments, caused these situations through the depth analysis and the consideration of the reorganization process on the competitive frame of global media companies under confusing circumstance. We analyze the detailed examples based on the above studying, and the core key words are the integration and branding strategies of media companies. While numbers of actors playing the roles of production and supply are getting reduced, it’s business territory is getting increased. Global media companies such as AOL-Time Warner, Walt Disney, Viacom CBS, Vivendi, News Corp. pursue the strategies of selecting and focusing on the certain business parts and market with their limited forces and resources with the motto “Attack is the best defence”. Therefore, we must closely review the strategies of their expansion and globalization they are shooting for. We must positively seek the alternatives of reengineering and innovation and check our media companies’ attitudes and competitiveness levels, so association or RSS(Revenue Sharing System) seeking the common profits with some flexibilities seems to be more reasonable as compared with the In-house strategy placing numbers of businesses in one group.

Market occupying strategy in the media industry is not consistent, but it adopts the strategy structuring the market according to production principle as the general trends and shows aspect of separation and integration(selection and concentration) through the flexible production system focused on the diversification for the uncertainty on the acceptance of value in use caused by the speciality of media products. Purpose of this study is to systematically analyze the consistent characteristic of these trends in terms of strategy in media business. Recently, we try to understand the meaning of environments and competitive aspects in the media industry, business environments, caused these situations through the depth analysis and the consideration of the reorganization process on the competitive frame of global media companies under confusing circumstance. We analyze the detailed examples based on the above studying, and the core key words are the integration and branding strategies of media companies. While numbers of actors playing the roles of production and supply are getting reduced, it’s business territory is getting increased. Global media companies such as AOL-Time Warner, Walt Disney, Viacom CBS, Vivendi, News Corp. pursue the strategies of selecting and focusing on the certain business parts and market with their limited forces and resources with the motto “Attack is the best defence”. Therefore, we must closely review the strategies of their expansion and globalization they are shooting for. We must positively seek the alternatives of reengineering and innovation and check our media companies’ attitudes and competitiveness levels, so association or RSS(Revenue Sharing System) seeking the common profits with some flexibilities seems to be more reasonable as compared with the In-house strategy placing numbers of businesses in one group.

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Media Company, Media Business, Integration Strategies, Branding