Deck 3: The Media Business: Consolidation, Globalization, and the Long Tail

Question 1

The late cofounder and CEO of Apple was the largest single stockholder in which major media company?

A)Time Warner
B)Disney
C)Comcast
D)Viacom/CBS

Answer 1

B

Question 2

Time Warner no longer owns the Time family of magazines.Who does?

A)Gannett
B)Bertelsmann
C)Meredith Corp.
D)Viacom

Answer 2

C

Question 3

Radio stations started carrying national news beginning from which of the following decades?

A)1890s
B)1910s
C)1930s
D)1950s

Answer 3

C

Question 4

Alphabet is the parent company of ______.

A)Google
B)Apple
C)Comcast
D)NBCUniversal

Question 5

According to media scholar and critic Ben Bagdikian,in 2004 approximately ______ corporations owned a majority of media outlets in the United States.

A)5
B)50
C)500
D)5,000

Question 6

The majority of the cable television music video channels are owned by which of the following?

A)Time Warner
B)Bertelsmann
C)News Corporation
D)Viacom

Question 7

Which media company publishes local newspapers in the United States with a daily print circulation of 5 million and a monthly digital circulation of 43 million?

A)Gannett Corporation
B)Google
C)YouTube
D)Clear Channel Communications

Question 8

______ is one of the leading online media companies in the world.

A)Gannett Corporation
B)Alphabet/Google
C)YouTube
D)iHeartMedia

Question 9

______ has raised the question of whether bigger really is better by becoming smaller and more profitable spinning off its major online service and its residential cable television provider division.

A)Time Warner
B)Bertelsmann
C)News Corporation
D)Viacom

Question 10

Vertical integration is which of the following?

A)controlling the distribution of media
B)controlling the media product from production to delivery
C)controlling the direction of media broadcast
D)controlling access to media

Question 11

______ is selling much of its entertainment properties to Disney.

A)21st Century Fox
B)NBCUniversal
C)Bertelsmann
D)Viacom

Question 12

The biggest problem Disney Corporation faces in China is which of the following?

A)No one knows who Mickey Mouse is.
B)Donald Duck is perceived as being counterrevolutionary.
C)People in China don't like cartoons.
D)Media content is frequently pirateD.

Question 13

21st Century Fox generally provides which of the following?

A)conservative television programming
B)television programming that will attract the largest,most profitable audience
C)reruns of television programs produced by other major media companies
D)liberal television programming

Question 14

______ is the largest publisher in the English language.

A)Time Warner
B)Bertelsmann
C)News Corporation
D)Viacom

Question 15

In 2014,the following company changed its name to iHeartMedia:

A)Gannett Corporation
B)Google
C)YouTube
D)Clear Channel Communications

Question 16

What company owns NBCUniversal?

A)Time Warner
B)News Corporation
C)Comcast
D)Viacom

Question 17

The media in the United States are typically owned by which of the following?

A)private industry
B)the government
C)public cooperatives
D)charitable foundations

Question 18

______ is where a media company uses its combined properties to promote each other and add value to the company.

A)Synergy
B)Broadband networks
C)E-commerce
D)Competition

Question 19

Which of the following is a way that Facebook makes money from its users/subscribers?

A)They charge a monthly subscription fee in many countries.
B)They sell their mobile app for smartphones for $2.99 through Apple and Google's app stores.
C)They collect information about users from games,quizzes and the like,then sell that information to corporate partners.
D)You can't fool me,Facebook doesn't actually make money.It depends on money from wealthy donors to keep running.

Question 20

According to media scholar and critic Ben Bagdikian,in 1983 approximately ______ corporations owned a majority of media outlets in the United States.

A)5
B)50
C)500
D)5,000

Question 21

Fox Broadcasting carries raunchy programs because these shows deliver large audiences.

Question 22

While the number of independent news companies has declined,the availability of news media has increased.

Question 23

Google doodles are ______.

A)artwork,often animated,on the Google homepage honoring a particular date
B)paid content that appears on the Google homepage
C)whimsical sketches of long-time Google employees
D)a new breed of dog created by Google founder Sergey Brin

Question 24

The world's largest book publisher has its headquarters in France.

Question 25

Viacom and CBS split into two separate companies for which of the following reasons?

A)The government forced them to.
B)They wanted to hide their overall levels of revenue.
C)They wanted to give investors two separate stocks to invest in.
D)They came under pressure from bloggers.

Question 26

The electronic media in the United States are primarily owned and operated by the federal government.

Question 27

The information that Facebook collects on individual people in North America is worth about _____ a year.

A)$27
B)$84
C)$129
D)$155

Question 28

The biggest problem facing ESPN economically is ______.

A)that cable/satellite TV is losing subscribers
B)advertisers no longer want to reach men aged 18-34
C)viewers are boycotting the sports network
D)They are all major problems.

Question 29

ESPN makes revenue both from people who do watch the sports channel and people who do not.

Question 30

Short-head media excel at delivering which of the following?

A)a limited amount of content to a large audience
B)a wide range of content to a wide range of people
C)products from the small,independent media
D)books and songs that have been out of print for several years

Question 31

The Disney Corporation believes that every division of the corporation should work together with every other division to promote and profit from a common set of media content.

Question 32

Apple makes more money from selling media content,media consumption devices,and phones than it does from selling computers.

Question 33

Facebook shows us that a media company's influence can be measured by ______.

A)its profits
B)the number of users
C)its audience's level of engagement
D)all of these

Question 34

Bertelsmann is the only one of the major legacy media companies to be privately owned.

Question 35

Long-tail media are characterized by which of the following?

A)a high number of goods
B)a low cost of reaching markets
C)ease of finding obscure products
D)all of these

Question 36

Disney Corporation sells merchandise at every level from watches for children to a $380 Beauty and the Beast-themed soup pot.

Question 37

Owning multiple channels allows a media company to repackage media content for different audiences.

Question 38

Online music sellers such as iTunes and Napster would be considered part of which of the following?

A)fat body
B)short head
C)mid-list
D)long tail

Question 39

Why was YouTube developed?

A)to make it easier to share videos
B)to give movie and television studios a site to promote their products
C)as a file-sharing service for pirated videos
D)as a distribution system for pornography

Question 40

Big box retailers such as Walmart and Target that sell CDs and movies would be considered part of which of the following?

A)fat body
B)short head
C)mid-list
D)long tail

Question 41

Define media synergy and provide an example of it.

Question 42

The short head is the portion of a distribution curve where a large number of people are interested in buying a limited number of products.

Question 43

Name two of the top five legacy media companies in the United States and one of the major new media companies.

Question 44

Which of the so-called Big Media companies dominates the music video industry?

Question 45

Who decides what content will appear on YouTube?

Question 46

Who purchased NBCUniversal from General Electric in 2011?

Question 47

Multitrack music recording can now be done at home on a laptop computer.

Question 48

A CD has to sell at least four copies a year in order to justify the shelf space it takes up in a local big box store.

Question 49

Transmitting home-produced video to a national audience is almost impossible because the so-called Big Media won't carry it on their channels.

Question 50

YouTube attempts to deliver a limited number of programs to a large audience.

Question 51

At Walmart,the top 200 CDs account for more than 90% of the music sold.

Question 52

The long tail is the portion of a distribution curve where a large number of people are interested in buying a limited number of products.

Question 53

Name two of the media properties owned by Time Warner.

Question 54

Gannett is the United States' largest Internet provider.

Question 55

Why did the Walt Disney Company have trouble with China in 1996?

Question 56

Napster and iTunes can afford to carry so many different songs because they don't pay the artists for their music.

Question 57

Major media companies are currently going through a period where a large number of properties are in the process of changing owners.

Question 58

In his book The Long Tail,Chris Anderson writes that we are leaving an era of mass culture and moving to one that is more individualistic.

Question 59

Which of the so-called Big Media companies owns both the Wall Street Journal and London's Sun newspaper?

Question 60

Which of the so-called Big Media companies is the world's largest publisher?

Question 61

In a brief essay,explain the differences between the long-tail and the short-head media markets.

Question 62

In a brief essay,explain what Cambridge Analytica did and why that was controversial.

Question 63

In addition to selling phones,tablets and computers,name two other sources of revenue for Apple.

Question 64

What type of media is the U.S.government most likely to regulate?

Question 65

In a brief essay,explain why you can't simply say American media are run by six major conglomerates today.

Question 66

In a brief essay,define the concept of media synergy and then explain how it works using examples from the Disney Corporation.

Question 67

In a brief essay,explain how Apple has become a major player in the media business.