Prompt One.

The issues raised by media ownership in contemperary media practice.
The problems raised by a company that own the rights to a new video game.

- Loyal Customers may not be able to access online information.
- License may not be accessable from the previous media owner, creating a problem between companies in comtemperary media practice.


GTA IV:
Sony owned all games up until GTA IV, when GTA IV was realeased there was no console better than the other between Rockstar and Sony, therefore, the game was sold to both companies. Microsoft wanted the game aswell so payed Rockstar $50 million and added online games content, meaning more customers for Microsoft amd $50 Million for Rockstar therefore Sony lost out as well as their customers.

Fifa 10:
Media ownership, EA Sports, Third party games developer, because it's Vertically Intergrated. the rights to the game were not passed on. Synergy, with lots of companies. Ulimate team which is an add on for the Xbox. this can be downloaded on from the Xbox market place.

Mario and Sonic at the Olympic Games:
Media ownership, Nintendo and Sega. Horizontally intergrated.


Industry as a Whole:
Media ownership can