5. VERTICAL INTEGRATION – A company having an interest
in more than one stage of a text’s life.
For example; Sony produce films, market them on
their own website, release them on DVD which you
can watch on a Sony produced TV (which you may
have bought in a Sony shop).
CROSS MEDIA CONVERGENCE – A company producing
more than one type of media.
Sony own film studios, record labels, video game
developers, hardware manufacturers mongst others.