City practice Biddle is re-aligning its corporate and media departments as part of a restructuring programme that will move the firm from three into two London offices.
The firm, which is relinquishing its Noble Street premises but taking on extra space in the Aldersgate Street office, is putting the two departments alongside each other.
Head of the media department Kim Walker says: “Media is one of our core areas.
“We are re-aligning to ensure our media clients can get all the corporate advice they need.
“There is a growing amount of cross-selling between the corporate and media departments.”
He is hoping the new structure will lead to even greater opportunities.
“Corporate work is overlapping with industry sector groups more and more,” he says.
Originally the two departments were in different buildings which made it “impossible to do media deals”.
Walker says the firm is increasingly moving into the world of digital media, with clients such as ITN, Associated Press and Bertelsmann AG, the world's third-largest media company.
The move is intended to put Biddle in a better position to compete with the leading City firms, such as Clifford Chance and Denton Hall, which have already established a strong presence in the new media sector on the back of their corporate and regulatory expertise.
The traditional focus for Biddle's media department is on defamation and litigation and this remains an important part of the firm's business.
It is notably handling the current Michael Ashcroft libel action against The Times.