Product details

Viacom, the largest cable network in the US in terms of revenue in 2004, had its presence in film production and music distribution with popular cable networks like MTV and BET in its portfolio. With digitisation, all media companies were shifting their focus to new digital formats as digital media content could be accessed on a variety of devices. Viacom also recognised the importance of digital media convergence and changed its course of business to accommodate digital media offerings. However, Viacom was neither the first mover nor the leader in the field of digital media. It had to face stiff competition from other players in the media and entertainment industry. The case study offers scope to learn about new media platforms such as DVR (digital video recording), VOD (video on demand), iPod, Mobile TVs and the Internet as media offering different content. The case deals with the emerging media platforms due to changing customer preferences and opens debate on the possible strategic options available to Viacom in the wake of digital media convergence. A structured assignment ''307-359-4'' is available to accompany this case.