NDM institution case study: News Corporation
News Corp is one of the world's largest media conglomerates.
In the UK (under two subsidiary companies, News International and BSKYB), its news interests include The Times, The Sunday Times, The Sun & The Sun on Sunday (plus their online versions) in addition to Sky News & Sky Sports News.
News Corp is a cross-platform, vertically integrated multi-media company.
Some of the ideas we have discussed in class regarding the impact of new and digital media on News Corp include:
- Online subscriptions/paywalls
- Price promotions for newspapers
- Impact on institution content and its appeal
- Paid subscriptions for TV content
- Quality of journalism
- User generated content
- Social media/online news providers (Huff Post, Ampp3d etc.)
Tasks
1) Research News Corporation’s response to the growth of new and digital media by listing each of the institution’s brands (Sky News, Times etc.) Have any closed, changed or been in the news in the last 10 years for any reason?
- Sky News is a 24-hour international, multi-media news operation based in Britain. It provides non-stop rolling news on television, online, and on a range of mobile devices – as well as delivering a service of national and international radio news to commercial radio stations in the UK. The news service places emphasis on rolling news, including the latest breaking news. Having launched as a 24-hour television news channel in 1989, Sky News has also grown into a digital operation through its website and mobile apps. It is also a content provider for news services in the UK and around the world.
- For BBC News, social media currently has three key, highly valuable roles in our journalism:
• newsgathering - it helps us gather more, and sometimes better, material; we can find a wider ranges of voices, ideas and eyewitnesses quickly
• audience engagement - how we listen to and talk to our audiences, and allowing us to speak to different audiences - and
• a platform for our content - it's a way of us getting our journalism out there, in short form or as a tool to take people to our journalism on the website, TV or radio. It allows us to engage different and younger audiences.
- “It’s a pressure cooker for newspapers,” says the chief marketing officer of one of the UK’s biggest advertisers. “It has reached a breaking point where buying a traditional print ad is no longer the answer. It isn’t that print doesn’t work, there just has to be more focus on what spend is getting the reach, quality and audience cut-through.”Guardian
- ITV news,
The impact of social media on young minds needs serious attention
pay wall, monetizing
2) Develop examples of the impact that new and digital media has had on News Corp’s brands (paywalls, readership figures, audience share etc.
More people find it befitting to get news for free using new and digital media rather than purchasing a newspaper. However news corporations have found ways to monetise the news even online and for brands such as The Times who have created a paywall, so only online subscriptions can access there content.
Can dropping the paywall and upping the story count boost Sun’s website?
3) Use what you have found out about News Corp to answer the following question:
Why and with what success are traditional media institutions adapting to the challenge posed by new/digital media?
theoretical area to consider:
hegemony
market liberal perspective vs political economy perspective
globalisation
democracy
audience interactivity/ empowerment
dystopian/ and utopian perspectives
springhall 1998 -people afraid of new technology because they challange the norms of powerful groups and governmental processthe impact of social networking
convergnece
synergy
cultural imperialism
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