Regarding the dimension of their financial and human resources commercial media companies are at any rate much more powerful players than their independent counterparts. Still those reply with an extreme multiplicity and diversity. Today thousands of newsgroups, mailing-list and e-zines covering a wide range of issues from the environment to politics, social and human rights, culture, art and democracy are run by alternative groups.
Moreover independent content provider have started to use digital media for communication, information and co-ordination long before they were discovered by corporate interest. They regularly use the Internet and other networks to further public discourse and put up civic resistance. And in many cases are very successful with their work, as initiatives like widerst@ndMUND's (AT) co-ordination of the critics of the participation of the Freedom Party in the Austrian government via mailing-lists, an online-magazine and discussion forums, show.
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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 News Corporation Ltd., a global media holding company, which governed News Limited (Australia), News International (U.K.), and News America Holdings Inc. (U.S.) was founded by the Australian-born newspaper publisher and media entrepreneur, Rupert Murdoch. Murdoch's corporate interests center on newspaper, magazine, book, and electronic publishing; television broadcasting; and film and video production, principally in the United States, the United Kingdom, and Australia.
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