Competitive Strategies Case Study

Convergence of Media: Impact on Viacom’s Entertainment Business

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Abstract:

Viacom, the largest cable network in the US in terms of revenue in 2004, had its presence in film production and music distribution and popular cable networks like MTV and BET in its portfolio. With the digitisation, all media companies were shifting their focus to new digital formats, as digital media content could be accessed on a variety of devices. Viacom also recognised the importance of digital media convergence, and changed its course of business to accommodate digital media offerings in its services. However, Viacom was neither the first mover nor the leader in the field of digital media. It had to face stiff competition from other players of media and entertainment industry.

Pedagogical Objectives:

• The case study offers scope to learn about new media platforms such as DVR, VOD, iPod, Mobile TVs and the Internet as media offering different content
• The case deals with the emerging media platforms due to changing customer preferences
• It raises debate as to the possible strategic options available to Viacom in the wake of digital media convergence.

Keywords : Viacom Inc; Cable Networks; Entertainment Industry; Convergence; Digital Media; Competitive Strategies Case Study; Internet Video; IPTV; Time Warner; Business

Contents : 
Emerging media and their convergence
Evolution of Viacom Inc
Viacom’s history of mergers and acquisitions
Viacom’s Business Segments
Impact of Convergence on Viacom
Digital vs Analog Transmission Systems