Although the traditional media companies first steps into the digital sphere were fairly clumsy, they have quickly learned from their mistakes and continued to enlarge their Internet presence.
During the last years many of the smaller players in the field of digital media have been driven out of competition by the huge media conglomerates. This mainly is a result of the advantages that the commercial media giants have over their less powerful counterparts:
- As engagement in online activities mostly does not lead to quick profits, investors must be able to take losses, which only powerful companies are able to.
- Traditional media outlets usually have huge stocks of digital programming, which they can easily plug into the Internet at little extra cost.
- To generate audience, the big media conglomerates constantly promote their Websites and other digital media products on their traditional media holdings.
- As possessors of the hottest "brands" commercial media companies often get premier locations from browser software makers, Internet service providers, search engines and portals.
- Having the financial resources at their disposition the big media firms are aggressive investors in start-up Internet media companies.
Commercial media companies have close and long ties to advertisers, which enables them to seize most of these revenues.
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The 1999
Adbusters, well known as fighters against corporate disinformation, injustices in the global economy and "physical and mental pollution", timely for the WTO Conference purchased three billboards in downtown Seattle. Featuring an image with the text "System Error - Type 2000 (progress)", the billboards were meant to challenge "... the WTO's agenda of global corporate growth and expose what isn't reflected in the United State's GNP - human and environmental capital."
At the same time RTMark went on-line with its spoof WTO website http://gatt.org. Shortly after its release WTO Director-General Mike Moore accused RTMark of attempting to "undermine WTO transparency" by copying the WTO website's design and using "domain names such as `www.gatt.org` and page titles such as 'World Trade Organization / GATT Home Page' which make it difficult for visitors to realize that these are fake pages." http://gatt.org is not the first time that RTMark has used website imitation aiming at rendering an entity more transparent. RTMark has performed the same "service" for
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One of the largest and foremost communications and media conglomerates in the
world. Founded in 1971, the present form of the corporation dates from 1994 when Viacom Inc., which owned radio and television stations and cable television programming services and systems, acquired the entertainment and publishing giant Paramount Communications Inc. and then merged with the video and music retailer Blockbuster Entertainment Corp. Headquarters are in New York City.
Leonard M. Adleman was one of three persons in a team to invent the