Business types call it "synergy". Most of us probably prefer "empire-building".
Whichever term you like, it is clear that many applicants to the Independent Radio and Television Commission (IRTC) for the new Dublin radio licences - particularly those in the high-profile "youth-orientated service" category - see the new niche-market stations as potentially valuable parts of larger media and entertainment organisations.
No, we are not talking about Disney or Time-Warner here. But competing against each other in that "15-to-34" category are Boyzone's manager, Mr Louis Walsh, U2's manager, Mr Paul McGuinness, and FM104's chief executive, Mr Dermot Hanrahan: pretty big fish to be diving into the small pond of Dublin "narrow-casting".
Mr Hanrahan could conceivably come out of this process with a role in two more stations in the capital: along with Today FM and New 95FM in Limerick, his station is behind the "youth" bid from the Red 106FM consortium; and together with the other local stations linked through Independent Network News, he is part of the bid for the "speech" service from News Talk 106FM.
When Mr Hanrahan, Mr McGuinness and the rest arrive at a Killiney hotel this morning to make their pitches to the IRTC, the media focus will be on the competing personalities in the various consortia seeking the youth licence, already colloquially known as the "dance station".
The divisions in the greater U2 family are particularly juicy: while Bono was off meeting the Pope, Mr McGuinness was preparing Pulse FM's presentation and accountant Mr Ossie Kilkenny was busy with Spin FM; guitarist The Edge is part of the Storm FM consortium headed by night-club owner Mr John Reynolds.
Tomorrow's hearings are for the over-35 licence: at 35, it seems, one's taste jumps suddenly from the Chemical Brothers to Celine Dion. As with the youth licence, the broad similarities in the programming proposed by all the applicants suggest that the board's judgment could come down to how convincing, and deep-pocketed, the applicants appear.
The IRTC's chief executive, Mr Michael O'Keeffe, admits the musical range on offer from the applicants in all categories is not as wide as it might be. His own taste is for sophisticated country sounds, "and I'll have to stick to my CD collection," he says.
"We thought we'd get an application in the special-interest category from the Jazz FM pirate station - we'd had an expression of interest from them - but in the end maybe they thought we were looking for a speech service in that category."
Short though that "special-interest" shortlist is - two Christian-oriented applicants and Dublin Corporation's traffic service were culled from it at the IRTC's last board meeting - it makes for perhaps the most intriguing, and certainly the most incongruous, head-to-head.
The director-general of Radio France Internationale (RFI), Mr Jean-Paul Cluzel, has perhaps the best claims of all today's applicants for the title of "empire-builder". RFI-Dublin would employ no one here and would have just an hour of English-language programming each day. The proposed station is, simply, a relay of RFI (the French equivalent of the BBC World Service).
"It's part of a long-term strategy to obtain local FMs around the world," says Mr John Maguire, editor of RFI's English desk.
The station, with lots of French and global news, no advertising and nights full of "world music", is aimed principally at "Irish people, perhaps in schools or businesses, who want to build their knowledge of France and French culture," Mr Maguire says.
The station's application makes no mention of the growth in Dublin's francophone population, including many Africans.
Spirit FM is a new name for the former indie-rock pirate station Phantom FM (still broadcasting on the Internet); it is in this special-interest category because its aspirations are more cultural than commercial. Unlike any of the consortia in the youth category, all of its members are aged between 15 and 34. It plans weekly programmes in Chinese, Arabic and Spanish.
News Talk 106FM faces no competitors in the speech category, but it could be up against board scepticism that its ambitious all-day "rolling, 20-minute news service" can work here. Its vice-chairman, Mr Ken Hutton (who is also general manager of Dublin's 98FM), says: "Our research showed us that there is a disenfranchised Radio 1 audience out there. The RTE programming is not fitting in with their busy urban lifestyle."
The categories are as follows: Broad-based, speech-driven local radio service: News Talk 106FM is the only shortlisted applicant.
15-34 youth-orientated service: Pulse FM, Storm FM, Red 106FM and Spin FM.
Music-driven service (35+ audience): Lite FM, Easy FM, Gold FM and Sunshine FM.
Special interest: Spirit FM and RFI-Dublin.
Irish-language service: Raidio na Life, already on the air, is the only applicant. There will be no public hearing in this category.
There were no applicants for a medium-wave service.
Each applicant group will have 45 minutes to make its case, including time for questioning by the nine members of the IRTC board. The board will also put further questions to which applicants will have a chance to reply in writing. The decision on who gets what licences is due in a fortnight.