In a brief essay, define the concept of media synergy and then explain how it works using examples from the Disney Corporation.

What will be an ideal response?

In the media business, synergy means that a large company can use the strengths of its various divisions to cross-promote its content. Disney engages in synergy at every level, including merchandizing its characters, cross-promoting content of different divisions, and using its media properties to promote its theme parks and cruise lines. An example might be how Disney acquired Marvel Comics to provide material for its movie, toy, and theme park businesses.