Tisch Room 903
T, 3:30pm to 4:45pm
Class will not meet on:
Class will meet on:
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.
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.
WEEK DATE SUBJECT
1 Sept. 4 GLOBAL OVERVIEW OF THE ENTERTAINMENT & MEDIA
Introduction and Framework for Course
Trans National Media Companies
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
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
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
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
Ability to get to the heart of the matter
Opening new doors for investigation
Statement of practical relevant experience
Building on statements of others
Class participation 05%
Final Exam 10%
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
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
7. CHINA+ MACAO
10.HOLLAND & SWITZERLAND
11. ISRAEL+ GREECE + TURKEY
CASES – QUESTIONS TO BE ANSWERED
“TARA SWAN @ NICKELODEON LATIN AMERICA”
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
See "Assessment Components"
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.
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Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission.
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Your class may be recorded for educational purposes
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.