ABSTRACT
This chapter analyses the top six media companies in terms of structure, performance and strategy in order to gain a better understanding of their activities and roles in the global communications marketplace. The six companies include AOL Time Warner, Bertelsmann AG, News Corporation, Viacom, Vivendi Universal and the Walt Disney Company. There are two broad strategic objectives that each of these companies is engaged in: content and distribution. In terms of distribution, all six companies are engaged in distribution, but utilising different forms. For example, AOL TW and Viacom distribute content via broadcasting, cable, the Internet and print. Disney concentrates on broadcasting, cable and the Internet. News Corporation is the leading distributor of content via satellite, but also offers distribution via broadcasting, cable and publishing. In terms of content, every firm has either developed or acquired significant content brands well known to consumers. The 'richest' companies in terms of content include Viacom, Disney, AOL TW and News Corporation.
