Summary

...Diversity in the activities of Polish media companies is a neccessity in the face of the prevalent
media digitalization and convergency. Reception fragmentation, its individualization,the quest for in-
teractivity, utilization of different channels for media distribution lead to the "aging" of some media
and the contraction of their audience. Guided by the profit criterium publishers and forwarders are fol-
lowing the changing tastes of their customers and advertisers. For publishers such as Agora, expanding
the range of products is the panacea for the structural crisis of the press. New areas of activity are to
guarantee higher incomes when current activities are on a decline. The maintenance of a company in
the media market therefore requires the branch out type of divresification. Television broadcasting sta-
tions, among them TVn, taking advantage of the upturn in the television advertisement market and the
audience expansion, will not have to explore for themselves new areas of activity. Diversification pos-
sesses, in their instance,an investment character.Product differentiation and scope of activity expansion
are to ensure income growth owing to the synergy effect. Relinquishing investment, for instance in new
channels of content distribution could result in the loss of competitive advantage.