Rupert Murdoch: The Media Mogul

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Case Details:

Case Code : BSTR102
Case Length : 13 Pages
Period : 1980 - 2004
Organization : News Corporation Limited
Pub Date : 2004
Teaching Note : Available
Countries : USA
Industry : Media & Advertising

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"This is a guy who has to keep moving. In half a century of building News Corp., he has left everyone and everything behind. That applies to ideas. That applies to friends.... He'll do whatever he has to do to get the next deal done."

- Neil Chenoweth, an Australian financial journalist in February 2003.

"His executives fall over each other trying to out-praise his business acumen and flair, conveniently forgetting that not so long ago the whole News Corporation empire was one tiny financial heartbeat away from total collapse. How that unique News Corp. culture has been developed and sustained is one of the enduring mysteries."

- David Salter, executive producer of the Australian Broadcasting Company's program, Media Watch in May 1998.

"The winners will be those who capitalize quickly on changing opportunities. The challenge is to move early and innovate often."

- Rupert Murdoch, Chairman, News Corporation, in the book 'Business the Rupert Murdoch Way.'

Introduction

In May 2003, all major US Television channels aired advertisements featuring photographs of media king Rupert Murdoch (Murdoch) along with tag line, This Man wants to control news in America.

The advertisements accused Murdoch of trying to control news in America. The campaign was initiated by an online activist group www.moveon.org¹ against Federal Communications Commission's² decision to relax media ownership laws in the US.

Media groups pointed out that new media ownership laws would lead to monopoly in the media industry, as new laws would enable big conglomerates such as Murdoch's News Corp, Disney³, Viacom⁴, AOL TimeWarner⁵ to control local TV stations and radio outlets easily.

Analysts pointed out that this would result in higher cable bills, fewer choices and reduced coverage of community issues for the public.

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The campaign alleged that, Murdoch wants more. Much more, unless we act now Rupert Murdoch is going to get his way.

Not only in the US, in many other countries, media watchers, were of the opinion that Murdoch had created a monopoly through News Corporation (News Corp). They pointed out that Murdoch had wiped out competition from the market, which would result in monopoly in the media industry.

Whatever might be the criticisms, Murdoch's supporters pointed out that he was a successful businessman with good business acumen.

They pointed out that Murdoch could see into the future and take right decisions for building his business empire. (Refer Exhibit I for Rupert Murdoch's empire).

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1] An online activist group set up by Silicon Valley entrepreneurs in 1998.

2] The Federal Communications Commission (FCC) an independent US government agency, established in 1934 regulates interstate and international communications by radio, television, wire, satellite and cable.

3] Walt Disney was involved in making cartoon films, games and music for children. It also owns the world's largest theme based parks - Disneyland across the globe.

4] Viacom is a leading global media company involved in broadcasting, cable TV, radio, outdoor advertising and Internet businesses. Its well-known brands include CBS, MTV, Nickelodeon and Paramount Pictures.

5] AOL TimeWarner was formed after the merger of AOL with TimeWarner in 2001. It was one of the leading media and entertainment companies in US with presence in interactive services, cable systems, filmed entertainment, television networks, music and publishing.