Horizontal integration is where a company buys a rival company that offers the same or very similar service. An example of horizontal integration being used in the film and TV industry is when a film distributor buys a rival distributor, or perhaps when a television production company buys another production company.
Horizontal integration could also mean a television channel running another television channel therefor overlapping the audience. Why? Because this allows the company to keep more of the available audience, therefor more income.
An example of a broadcaster that does this is Channel 4. They have their main channel, Channel 4, but they also have their secondary channel, Channel 4seven. Channel 4 claim it was created in in response to viewers saying that with so much choice they sometimes missed the best program, so they made 2 channels of the same type. Overall this was a very wise move by Channel 4 as it allows them to cover a wide variety of their target audience with the ability to be able to air two program at once.
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