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Multi-Channel Network, är framtidens TV här?
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Multi Channel Network (MCN) are media companies that work on the platform Youtube. Their business idea is to pair Youtube profiles with companies that want to advertise on Youtube. Currently there are two MCN companies in Sweden, Splay and United Screens. The purpose of this paper was to study how Splay and United Screens have promoted themselves in their first promotional video, and how they have been represented in Swedish newspapers. This was done to see how the two companies choose to promote themselves to break into an entirely new media industry and how Swedish newspapers, in turn, received the new media form.The study was performed by a qualitative text assay developed by Mats Furberg. Splay and United Screens marketing videos were analysed based on the marketing-mix theory by Philip Kotler and various marketing concepts. Afterwards articles written about the companies were analyzed on the basis of theories of news journalism.The result of the study was that the selected articles have chosen a positive angle towards Splay and United Screens. Hardly any criticism or problems have emerged against the companies or against the MCN industry. Most articles were about corporate expansions and the headline were often which celebrity or company that entered partnership with one of the companies. Many articles were about the founders of the companies and described their background and credentials. Regarding marketing, it can be said that the companies have marketed themselves in two different ways. Splay is trying to send its message through emotional humor, what is marketed however, is a little unclear in Splays marketing video. United Screens is trying to reach the target audience with rational arguments, through information about what the company can offer.

Place, publisher, year, edition, pages
2015. , 57 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Multi-Channel Network, MCN, Youtube, Splay, United Screens, Vigor Sörman, Stina Honkamaa Bergfors, Malte Andreasson, Jan Zachrisson, Oscar Höglund, Kotler, 4P, marknadsföring, nyhetsvärdering, nyhetsjournalistik
URN: urn:nbn:se:ltu:diva-55102Local ID: c0085fe0-f0b6-430e-b09b-97b9aee5fd7eOAI: diva2:1028483
Subject / course
Student thesis, at least 15 credits
Educational program
Media and Communication Science, bachelor's level
Validerat; 20150320 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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