Abstract
The goal of this paper is to explain the success of major media corporations by their use of strategies of related diversification and vertical integration. For this, we will present a literature review identifying the specific reasons for diversification by media companies: synergies, secure access to content and strengthen their competitive position. It is also noted that firms use vertical integration to secure exclusive content that can serve as a source of strategic resources and capabilities, which are by their part key for related diversification. Finally, we analyze the case of Globo in Brazil, which confirms these assessments.
