ABSTRACT
Looking at global possibilities, then, mass media executives see both opportunities and risks, particularly because convergence potentially provides the space for companies to reach across the world for audiences, advertisers, and the meeting of the two. Moreover, as convergence allows for increased global media competition, the companies involved may push for even more convergence-that is, for the movement of more content across a larger number of digital technologies. But although competition across a wide waterfront of media, analog and digital, may sound great to consumers, many executives get nervous that their firms will lose out if too many products fight for audience attention. Other-typically large-companies can do more because their ownership of content and exhibition windows around the world and in the United States allows them to reach huge audiences (and advertisers) internationally on both digital and non-digital media. These companies represent the rise (and power) of conglomeration.
