NYU Stern School of Business

Undergraduate College

MKTG-UB.0046.001 (C55.0046): GLOBALIZATION OF THE ENTERTAINMENT INDUSTRY

Fall 2012

Instructor Details

Lieberman, Alvin

alieberm@stern.nyu.edu

212-998-0548

By Appointment

Tisch Room 903

 

Course Meetings

T, 3:30pm to 4:45pm

KMC 4-60


Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:

 

Course Description and Learning Goals

COURSE BACKGROUND

This is an elective course for the undergraduate student in the EMT program.  It will provide students with a framework for understanding the dimensions of globalization achieved by the Media and Entertainment companies and their system for expansion worldwide.  The significant impact on the US economy is due to the export growth of American leisure products and services.  The Marketing of Entertainment Industries as a core course for the EMT initiative will be required.

Within the framework of the sectors of the Entertainment, Media & Technology industries, the course will analyze the strategy of several of the leading multi-national EMT conglomerates and the development of various leisure time businesses within the five world economic zones, Europe, Pacific Rim, Latin America, Middle East, and North America.  We will also examine emerging markets, including Eastern Europe, South Africa and Russia.

We will selectively cover movies, home video, network broadcast in TV and radio, music, cable, live entertainment, legitimate theater, sports, and theme parks and their development in the major countries worldwide.

 

COURSE OBJECTIVES

To provide students with an overview through case studies, lectures and readings of the importance of worldwide expansion for the American entertainment industries, and the opportunities for foreign multinational EMT companies to export leisure products and services to North American consumers.

To examine multi-media companies’ international growth, the relationship of this development to the political, social and economic changes taking place in countries around the world (due to increased GNP’s, a rising middle class, and the growth of discretionary spending and leisure time).

As an example of the far reaching influence of the emerging EMT multinationals, we will explore the Chinese entertainment industry, the new consumer for leisure time products, and the transition from a closed society with few rules, covering intellectual property distribution, to the expansion and change of the Chinese media and telecommunication industries necessary for world power status.

 

Course Outline

WEEK          DATE                                                  SUBJECT

 

     1          Sept. 4          GLOBAL OVERVIEW OF THE ENTERTAINMENT & MEDIA

                             SECTORS

                                     

 

Introduction and Framework for Course

Definitions/Economic Factors

Trans National Media Companies

Student Teams/Projects

 

        2.       Sept. 11    EUROPE I:  Continued Growth in English Speaking Countries (UK, Ireland, Wales, Scotland)         

 

Is the BBC keeping up with modern technology? Who is providing the direction for web based television, downloading programs? What has been the impact of the new cable channels on the basic British Networks? Discussion on ITV, Granada, Rank, Acorn Media, Covent gardens- West End, Live Theater

Music sales are facing the same issue of declining CD sales –where is the British music scene? How has Murdoch’s Sky TV DBS system changed the viewing habits of the European consumer?

Why has British TV Entertainment suddenly become a successful US import?  Are American movies and tv programs still a major part of British entertainment? What is BAFTA?

How much power and control over media & entertainment is vested in the     Office of Communications (OFFCOM)

 

3.      Sept. 18EUROPE II:  Mediterranean Countries: France & Italy

                                  Disney Paris                                   

Is French Cinema fading or is it just poor marketing? Who are the leading auteurs in France, Why is the Cannes Film Festival so important and the Deuville FF not so important? What are the mistakes Disney made with DisneyParis?

                                               

Now that Berlesconi is again the prime minister, how has Italian public television expanded in quality and content? Where is Berlesconi’s Media and Entertainment Empire headed? Why is RAI TV, the public television network asking for producing credits in film? Who is funding Italian movies? Will the Rome Film Festival eventually replace the Venice Film Festival?

 

 

 

 

 

THE GLOBAL IMPACT OF THE ENTERTAINMENT INDUSTRIES

 

4.       Sept. 25    EUROPE III:  Germany & Spain

                               

Germany:  Why did the Kirsch Media company fail? Who owns the ProSieben cable channel, and what do they plan to do with it, in the face of heavy competition in German cable? What are the Monn families plans for the privately held Bertelesmann company, now that it is the leading worldwide publisher. Is the Springer Newspaper Empire poised to expand into new media?  

 

 Spain:  What is the impact on Spanish media as television programming has expanded, and advertising has been allowed?   Is Spain the new frontier for new wave Movies, and how will they market this genre? Does the powerful Spanish Telecom company “Telefonica” have designs on the cable industry? Is Architecture in Spain really destination entertainment?             

 

5.     Oct. 02      MERCOSUR COUNTRIES –

                        Brazil, Argentina & Venezuela

 

Has Brazil become too passive about exporting its huge entertainment and media business? The export of Brazilian music continues or is it less important? What is the impact of Carnivale on the culture of the country? Who is making selling and exporting Brazilian telenovelas

 

Can the big two in South America create an Entertainment and Media power and build their business in Europe, Mexico, and the US? Is the middle class growing sufficiently to fuel the Home Video and CD markets? Is the PC, Internet, and Home Shopping making any inroads or is it still too expensive.

 

Has Argentina become the headquarters for many multi-natonal Companies, including Disney, FOX, Universal, Warner/ What is the threat to the domestic media conglomerates, CLARIN and Telefe. Can an independent like RGB entertainment productions thrive and prosper, and how successful have they become?

Due Oct 02- Case #1 TARA SWANN: Nickelodeon in Latin America

 

 

 

 

 

 

 

 

 

THE GLOBAL IMPACT OF THE ENTERTAINMENT INDUSTRIES

 

6.            Oct. 09  NAFTA COUNTRIES

Mexico & Hispanic Media in Worldwide Expansion:

Canada’s Identity Crises

                                     

What has been the impact of NAFTA on Mexican entertainment and Cable TV? What is the challenge to Ascaraga’s TV Empire? Televisa and Azteca are large conglomerates with a great deal of political clout? Can they export product to the US?  Is entertainment a vehicle for change in Mexico?

                                   

Canadais a country divided by language, culture, and affiliations with France and England. However, the US is a looming presence. There are large companies to be studied. Why are US movies being made in Canada? Are they content to be overrun by US media and entertainment product, or can they navigate their own identify?

 

October 16 NO CLASS

 

7.         Oct. 23       Scandanavia: Sweden, Denmark, Norway

Outlines for Term Paper Due Oct 19th

 

The Bonnier company is a mini entertainment conglomerate. How did it grow in such a small country? What was the impact of changing network television from preventing advertising to moving ads to television. Where did the idea of a free subway newspaper come from?

Digital revolution started here with Ericson and Nokia.

 

8.         Oct. 30      MIDDLE EAST: Focus on India, Dubai & Israel

                                    Impact of Customs, Cultures & Religion  

 

What are the problems and opportunities? Bollywood – 1000 films a year, and difficulty in export? Has “Slum Dog Millionaire” created a new era?  What is the impact of censorship on private investment in cable in India? Are there two Indias? Music and publishing are the growth industries, yet new media will cause disruption? What is expected?

Dubai- what will happen to its Media City? Who is the competition?

Israelhas a growing film industry, supported by various Film Festivals including a very successful Israel Film Festival in the US on both coasts.

Due Oct 30 Case # 2:  Discussion of ZEE TV HBS case, INDIA 

 

 

 

THE GLOBAL IMPACT OF THE ENTERTAINMENT INDUSTRIES

 

9.             Nov. 06EMERGING COUNTRIES: Eastern Europe: Czech Republic, Poland, Hungary

 

Is Eastern Europe the next Entertainment frontier? Why are American movies being made in Prague?  Making movies with private/public funds.  What are the differences or similarities between Poland, Czech Republic, Hungary, etc?

 

10.         Nov. 13  ASIA I:  China and its Partners

What is the expected impact of the Olympics 2008 on Television coverage in China? What is the effect of China’s entrance into the WTO on the quota of Foreign Films

allowed into the country? Will the China-Hong Kong combination create a Media and Entertainment Superpower?

What are Rupert Murdoch’s plans following his acquisitions in Star TV Asia?

Is music a local artist phenomenon in Asia, or are American live concerts fueling the CD industry?

What are the new issues regarding intellectual property rights in China?

Is the Disney Hong Kong new theme park a success?

              

                November 20                   No Class

 

11.       Nov. 27    ASIA II:  Japan and the Asian Nations

              

Is Kiretsu still a strong force in the Home Entertainment & Media industries? Why was Gadzilla a Success at Home and Failure Abroad? How important is Anime in the rest of the world? What is holding SONY back from its once dominant position? What are Disney’s plans for the distribution of Japanese animation feature films?  How important are the Advertising agencies in media and entertainment? Is reading Shimbum a national habit that has not disappeared or is OnLine a factor?

How is Universal Theme Park doing in Osaksa? What is the good news/ bad news for Disney regarring their theme parks/   Discussion of CASE: Google in China

 

                        TERM PAPERS DUE Nov 29th

 

12.       Dec.04      PRESENTATIONS   Teams: 12-15 minutes each

                                                 

13.        Dec. 11      PRESENTATIONS   Teams: 12-15 minutes each 

 

 

                             Final Case Take Home: HULU in CHINA

 

 

Required Course Materials

REQUIRED READING:

Available at the Professional Bookstore, HBS Course Case Pack: TARA SWANN, Nickelodeon Latin America, ZEE TV, India, Microsoft XBOX, Korea, Google in China

 

Handouts, Articles, Lecture Notes

 

Assessment Components

GUIDELINES FOR WRITTEN ASSIGNMENT

 

1.    All papers are to be typed, double spaced

CASES: One and a half, up to two pages to be submitted and be prepared to discuss in the designated class.

TERM PAPER: Fifteen (15) pages plus appendix, charts, bibliography

PRESENTATIONS: Team presentations of 15 minutes with Power Point slides or Overheads. Timing and the essence of the reports is essential. Six – Eight slides maximum.

 

2.    It is recommended that you follow a basic proposal or report format or a style book to present your work in a polished and professional manner.

 

3.    Please take time to organize your work so that it is clear and concise.  Your opening statement should be an introduction, which states what, your objective is and what you’re going to discuss.  The main body should present your findings in a logical and straightforward way.  Summarize your findings or recommendations at the end in a conclusion.  Break up your work into subheadings.

 

4.    Make sure that your work is proofread and edited.  You should ask a friend, colleague, or co-worker to help you with this.  Your final draft should be free of errors in spelling, punctuation, and grammar; having someone else proofread is the most effective way to do this.

 

5.    Some of you may want to use your work as a tool to help you in your career planning.  This can be a very persuasive “calling card.”  It’s well worth your time to develop this assignment into something you can use beyond this course.

 

6.    Your assignment is expected to reflect your understanding and comprehension of the material covered in this course.  This includes all the readings, supplementary handouts, and the lectures.  Most of the detailed information concerning the various aspects of the course is contained in the syllabus.  Your assignment should represent the cumulative work product of this course and incorporate that information.

 

7.    The assignments are due on the classes noted in the syllabus, so please review carefully.  If for any reason you are unable to submit it on that day, you will have to make arrangements to send it to me directly.  Assignments submitted to me via fax will not be accepted.

 

Class participation will be graded on the quality of the interaction and will be measured against these criteria:

 

Preparedness of the comments

Drawing on current news articles

Extend of knowledge

Listening skills

Ability to get to the heart of the matter

Opening new doors for investigation

Statement of practical relevant experience

New insights

Building on statements of others

Grading

Cases                                   15%/15%/15%

     Class participation                     05%

     Paper/Presentation                    30/10%

     Final Exam                                  10%

                                    Total    100%

 

GLOBAL IMPACT OF THE ENTERTAINMENT INDUSTRIES

FALL 2012

 

ASSIGNMENTS

                   TERM PAPER

 

TEAM COUNTRY/COMPANY PAPER

 1. BACKGROUND OF THE COUNTRY AND THE COMPANY

2. WHAT IS THE CURRENT STATUS OF THE COMPANY

3. WHAT ARE ITS CORE COMPETENCIES

4. WHAT ARE THE MAIN PROBLEMS THEY ARE FACING

5. WHAT IS THEIR TRANSNATIONAL ACTIVITY, i.e.,  IN WHAT OTHER COUNTRIES ARE THEY DOING BUSINESS

6. WHAT DOES THE FUTURE HOLD FOR THE COMPANY

7.   CONCLUSIONS,EXECUTIVE SUMMARY,  RECOMMENDATIONS

 

 

                             POSSIBLE TEAMS

1.    RUSSIA

2.    PACIFIC RIM: AUSTRALIA, NEW ZEALAND

3.    SMALLER  Latin America: CHILE, PERU, COLUMBIA, DOMINICAN REPUBLIC

4.    CENTRAL AMERICA: ECUADOR, PARAGUAY, COSTA RICA

5.    ASEAN COUNTRIES: MALAYSIA, INDONESIA, PHILLIPINES

6.    JAPAN

7.    CHINA+ MACAO

8.    TAIWAN

9.     KOREA

10.HOLLAND & SWITZERLAND

11. ISRAEL+ GREECE + TURKEY

 

 

CASES – QUESTIONS TO BE ANSWERED

 

QUESTIONS FOR THE HBS CASE

“TARA SWAN @ NICKELODEON LATIN AMERICA”

 

  1. EXPLAIN THE “BIG BETS” STRATEGY – EVALUATE IF IT WAS A SUCCESS OR A FAILURE, LIST THE PRO’S AND CON’S
  2. WHAT WERE KEY INGREDIENTS OF  SWANN’S BUSINESS PLAN FOR LAUNCHING NICKELODEON IN LATIN AMERICA?
  3. WHAT WERE THE WEAKNESSES IN THE LAUNCH STRATEGY?
  4. WHY DID BRYNE HAVE TO BE REPLACED?
  5. ANALYZE TARA’S PERSONNEL SELECTION AND RECRUITING PROCESS
  6. WHAT WERE SWANN’S PERSONAL STRENGTHS?
  7. WHAT IS THE CREATIVE PORTFOLIO ON WHICH NICKELODEON WAS BASED?
  8. ASSESS TARA’S WILLINGNESS TO STAY IN BED AND STILL RUN NICKELODEON WHILE WAITING TO GIVE BIRTH.
  9. EVALUATE THE TOTAL CONTINENT “PAN-LATIN AMERICA PROGRAM : VS. A SINGLE COUNTRY PLAN.

 

 

2. MUST ZEE TV (HBS)

a.   what are the challenges facing ZEE TV?

b.   how did ZEE achieve its success?

c.   what part did the Government play in TV development in the past?

d.    what is the Government’s role today?

e.   who is the competition?

f.    what are the opportunities for ZEE in the future?

g.   who are the key players, managers leading the company?

h.  what are the unique characteristics of India that help and hurt a television company?

i.    what are the plans for  content, distribution and export/import of the programming?

j.    what are your recommendations for this company?

 

 

 

3. HULU in CHINA

 

QUESTIONS TO BE ANNOUNCED

 

Grading

See "Assessment Components"

 

Professional Responsibilities For This Course

Attendance

 

Participation

In-class contribution is a significant part of your grade and an important part of our shared learning experience. Your active participation helps me to evaluate your overall performance.
You can excel in this area if you come to class on time and contribute to the course by:

 

Assignments

 

Classroom Norms

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

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