Paramount Communications Inc.-1993Question 1Paramount Communications Inc. is a takeover target due to Paramount’s ownership of assets that complement other media companies who are looking to diversify and round out their entertainment business portfolios. Both Viacom and QVC see the opportunity to incorporate Paramount’s assets and operations into their own which contributes to a sublime synergy value. During this estate, Paramount is a predominant entertainment content producer while Viacom and QVC are major channel owners.
Within the entertainment industry, entertainment contents are distributed through several different channels. Entertainment production companies like Paramount, generate revenues through selling movies and TV series to channel owners like Viacom and QVC. While entertainment channel owners, e.g. Viacom and QVC, depend their revenues on the level of viewership to their entertainment contents. High visibility entertainment contents will increase viewership rate, which in turn, increases advertising sales and subscription fees. Channel owners like Viacom and QVC, can therefore benefit from a merger with Paramount by getting access to higher visibility entertainment contents that can increase viewership rate and thus sales revenues based on the reputation of Paramount’s products. In addition, they seek the primary motive for merger as they can reduce certain costs through combined operations and improved distribution channels as Paramount was experiencing higher outlays and continuous management turnover. These operational problems start to weaken Paramount’s financial performance, which provide Viacom and QVC the right timing to consider a bid for Paramount. Despite of Paramount’s management inefficiency, both Viacom and QVC recognize the opportunities to utilize Paramount’s production competency as a potential growth opportunity for themselves. Thus, with this takeover, they can gain advantage from Paramount’s assets which can be better utilized to facilitate through restructuring the business.
Question 2We then came to evaluate which of the two firms would make a better fit with Paramount. As mentioned, both Viacom and QVC can certainly benefit from a merger.
Firstly, in a Paramount-Viacom combination, it could create one of the world’s largest entertainment conglomerates with significant shares in cable TV, movies, film distribution, publishing, and sports. They will be better positioned than each of them separately as the combined would adapt and benefit from technological improvement and other developments due to the merger. Besides, this move could enable the sharing of knowledge of international markets and result in a strongly enhanced international presence. It could also bring together their creative talent, intellectual property, managerial resources and trademarks, which could likely to lead to the development of new businesses. This could
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‬‪․There is the question of whether the merger will contribute to other markets, such as foreign-based music rights and global online retail. The answer is yes, the merger is helping to develop and strengthen online music services in a way which supports such such markets. The merger would not only benefit the music content which is now sold by major brands, but could encourage them to expand as a business in many other markets as well, like India and Latin America
‬‪․As India becomes the largest market (a key driver for our current business) and as we expand worldwide, it will provide a competitive advantage for all of us as we continue to innovate and strengthen our business. We are continuing to grow and gain the opportunity to grow, from the smallest to the largest, by building on a broad range of innovations and services and leveraging our unique strengths to our long-term growth and growth objectives.
‬‪․It is for our shareholders to decide whether the merger will benefit us or not. If they choose to see their stake as a liability or to leave, in a transaction which is not in the best interest of shareholders or to change the face of our enterprise or those of our partners, our success may be impaired.
‬‪․The other question is whether the merger could lead to a significant increase in our operating costs or decrease our market share.
‬‪․As both partners in a big-ticket entertainment company, we may not benefit from the merger. This, however, will enhance our overall financial and operational management and increase our ability to invest more wisely. Should this opportunity arise, our consolidated financial results will be better reflected for the next 12 months which could better support all of our business interests, including our long-term growth and business prospects (if we are successful in creating such a strong environment). An opportunity to improve profitability in the global entertainment industry can have a substantial impact on our company’s business, especially when compared to a similar, smaller entertainment company. Our ability to manage the global business environment should continue to be strengthened and we should be able to continue raising the share price of these big performers in the global markets through these kinds of deals and services.