New Media Age, New Corporate Strategies. A Study Of Online Tv Broadcaster Trends And The Importance Of Online Business Development

New media age, new corporate strategies. A study of online TV broadcaster trends and the importance of online business development

María Esther Almendros Garrido

Submitted in part fulfilment of the requirements for the degree of
MSc Corporate Communication, University of West London
September 2011

Acknowledgements

To my beloved friends and especially to Chad who showed me how tohandle a plan B.

Abstract
The Internet has established itself with remarkable, perhaps unprecedented speed as an integral part of everyday life for many people all over the world. At the time of the development of the Internet, other changes were taking place in the world of media industries, which set up their own influence on the eventual outcome. Internet and new consumer demand habitshave had a significant effect on television broadcasting companies. These have been forced to diversify their businesses in order to adapt to market conditions and therefore survive.
The Internet has challenged this video monopoly, compelling TV to compete (and even cooperate) with online "social media" like Blogs, vlogs, e-communities and social networks, Internet forums, message boards, chatrooms, wikis, podcasts, webcasts, videocasts and RSS (really simple syndication) where businesses have found a vast new outlet to distribute company-produced information. Joseph Mann of Logarithmic Impact say “Now that corporate video news material once crafted exclusively for TV news programs has found a new home on the Web, the nature of the relationship between businesses both large and small andtheir "media" has altered significantly”. In this context it is important to examine the relationships between audiences and technologies. Online communications and social media in particular, are fundamentally changing the way people discover, consume and share information with one another. TV now faces a highly competitive market for the attention of the public. According with the sociologistZygmunt Bauman (2000) “Internet has developed a concept of `liquid television´, which view the medium as a fluid entity that is changing its shape in order to adapt to market conditions and, therefore, survive. The concept of television is changing and the Internet has much influence on how it will develop in the future”. It is clear that has challenged the TV world and it was not clear at the timewhether TV and the Internet would become partners, competitors or perhaps, mortal enemies.

The aim of this dissertation is to obtain a clearer picture of how television and the Internet are co-existing. In order to analyse how new business opportunities in new media abound in emerging markets. It is going to pay direct attention to how the Internet can influence a company's competitive advantageand to what extent it should be taken into account when planning to implement corporate strategies, how enterprises can sharpen their public relations conducts by engaging Web 2.0 communities, analysing consumer’s consumption patterns and looking at the specific marketing and PR opportunities present in Internet-based TV to create customer loyalty.

This will be underlined in a detailed surveythat the author has conducted, analyzing 200 people and collaborating clear observations of the market.

Declaration
This work is original and has not been submitted previously for any academic purpose.

Table of Contents | Pages |
Main Title | 1 |
Acknowledgment | 2 |
Abstract | 3 |
Table of content | 5 |
Chapter 1INTRODUCTION | 7 |
1.1 Background and focus | 7 |
1.2 Somekey Points | 8 |
1.2.1 The online environment for communications | 8 |
1.2.1.1 Internet | 8 |
1.2.1.2 Internet Protocol (IP) | 9 |
1.2.1.3 Business to Business (B2B) | 9 |
1.2.1.4 Developing Online Strategy | 9 |
1.2.1.5 Online Branding | 9 |
1.2.1.6 The Social Media Culture | 10 |
Chapter 2 PROBLEMS FOR INVESTIGATION AND RESEARCH | 11 |
2.1 Problem Statement | 11 |
2.2...