Synergy – the establishment of the relationship between different areas of the media for mutual benefit. This may or may not be within the same organisation, although conglomerates such as AOL/Time Warner and News Corporation are in enviable positions to make the most of such opportunities. An example might be when the launching of a new film is accompanied by the promotion of a wide range of merchandise, or just a CD of the music. Synergy between films and music is quite common. A more rare example occurred in 2000 between a novel and music. The success of the best selling novel by Vikram Seth, set in the world of classical music. An Equal Music led to the production of a CD featuring all the music referred to in detail within the novel.
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