ABSTRACT
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The goal of synergy underscores that at the turn of the century, executives of mass media conglomerates were defining market power in a sweeping way. They saw it as the ability to channel products into a wide variety of mass media on a global scale through control over production, distribution, and exhibition in as many of those media as possible. They considered the best content for these cross-media activities to be genres that were likely to cross national borders, reach audiences that are attractive to advertisers, and not raise the political hackles of certain governments. These executives believed that children’s programs, sports, variety shows, action adventures, direct marketing, headline news, and certain kinds of music were the genres that traveled best globally across media.
