The rise of these global commercial media system has implications for media content, politics and culture as they are dominated by less then ten global transnational companies (TNCs) which are among the largest firms in the world (Brown, 2000:5). This suggests the justification for this reason is because the media industry does not just produce goods and services to product consumers but products of culture thereby able to exert influence on society. Cross ownership is seen as an advantage useful for subsidiaries such as CNN, Time magazine and Warner Brothers movies in terms of cross promotion (McChesney, 1998:30).

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