Media convergence

Media Convergence

coming together of different equipment and tools for producing and distributing news’ (Grant and Wilkinson, 2009)

Media Convergence

The combination of new media and old media within a single piece of media work – the coming together of different media products/technology. E.g., video gaming , mobile phone
-Henry Jenkin

Media Convergence

‘blending of the media, telecommunications and computer industries’

Britannica Encyclopedia

The____ defines Media Convergence as a phenomenon involving the interlocking of computing and information technology companies, telecommunications networks, and content providers from the publishing worlds of newspapers, magazines, music, radio, television, films, and entertainment software

1. content

2. computing

3. communication

the 3 C’s

Content

-music, images, films, TV, radio, magazines, newspapers, books and games

computer

hardware and software

communication

specifically networked telecommunication enabling connectivity downloads and sharing as well as conversational interaction.

Murdock (2000)

_____made a significant contribution by distinguishing between, convergence of communication system:

• Convergence of cultural forms as Textual convergence

• Technological convergence

• Industrial convergence

Cultural Convergence

When the audience becomes the user. Media technology has given the audience the tools to “archive, annotate, appropriate, and reticulate content.”

Mash-ups

technologies of production and distribution are now more accessible, making possible of new combination of existing text in the creation of new media objects.

multimedia model

producers combine previously separate media experiences into a single media object, designed to engage users in different modes within a single activity on a particular platform,

• It can be seen for example in the website of major newspaper organization, where text, audio, video, graphic, and animation may be all used to present aspects of a single story

Transmedia

storytelling here a common text is spread across the widest possible range of media forms and exists as a brand of intellectual property that has element in both established (television, books, cinema) and convergent media (web, videogames) as well as in ancillary industries(toys-shirt) and the expanded range of locations, both physical and virtual.

Technological Convergence

The digitization of all media content. When words, images and sounds are transformed into digital information, we expand the potential relationships between them and enable them to flow across platforms. The joining of multiple media technologies.

For example, a mobile phone is expected to make and receive calls and text messages. However, as the technology has evolved, they can now take pictures, record video, play games, access the internet, and can be used as mp3 players.

It is the convergence of many media technologies allowing one media product to perform many different task

Viacom, CBS Corporation, Time Warner, News Corp, Bertelsmann AG, Sony Corporation of America, NBC Universal, Vivendi, Televisa, The Walt Disney Company, Hearst Corporation, Organizações Globol and Lagardère Group.

give examples of large media conglomerates

The Walt Disney Company

as of 2012, ____is the largest media conglomerate in the US, with News Corporation, Time Warner and Viacom ranking second, third and fourth

Time Warner i

is active in four key areas. It produces films, television programmers, games, and comic and web properties such as the Harry Potter movies. HBO is a cable channel turned television production house think True Blood or The Wire. Turner Broadcasting includes CNN and the Cartoon network, while Time Inc. s focus on a magazines and their associate Internet presence, including I pad versions of Time People and Sports illustrated

The BBC

it runs ten national TV channels,55 radio stations,a network of websites, the iplayer and red button interactive service,as well as the World Services, which broadcaste in 27 languages other then English,and its commercial arm ___Worldwide.

British Broadcasting Corporation

BBC means

• Lower cost form of media

• Quality of product enhance

• Interactivity

• Audience participation is encouraged

opportunities to media convergence

• Information over loaded.

• Lack of skill

• Rapid changing of technology has obstructed audience’s activity

challenges to media convergence

digital media

is comprised of dozens of media types, delivery channels, and consumptions devices, which together create thousands of combinations for reaching your audience .

DIGITAL MEDIA

Electronic devices and media platforms such as computers, cell phones, the Internet, digital video, social networking sites, video games, and virtual worlds that allow users to create, communicate, and interact with one another or with the device or application itself.

SOCIAL MEDIA

Form of Online Media (such as websites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)

facebook (2.38 billion monthly active users all over the world)

top 1 in the world wide social media active users

Traditional Media

television, radio, newspapers, magazines, newsletters, press and other print publications

New Media

____means of mass communication using digital technologies such as the Internet

TV & Radio

Generally, the primary advertisements are either aired over TV or radio, shown through search engine advertisement, in-video campaigns, inapplication campaigns etc., where the content delivered by the marketer is rather small and contains a link for the detailed description of the offering.

hint : Digital Media Channels

Websites & Social Media

The second most important part of digital media marketing which is the website. Websites can be interactive, loaded with content and user friendly.

This helps in making the visitor or the user comfortable with the content, easily understandable and the value addition the offering can give. A decent pricing content is also made available with the differentiating points, if any, to the visitor.

hint : Digital Media Channels

Email & SMS

Often to either attract or to remind people about the website they visited for a purchase or actually made a purchase from, marketers use the platform of ___ and __ services

hint : Digital Media Channels

emails

____tend to contain multimedia messages as well which the SMS cannot deliver

hint : Digital Media Channels

SMS

the rate of content delivery is higher

hint : Digital Media Channels

Websites & Social Media:

____can be interactive, loaded with content and user friendly. This helps in making the visitor or the user comfortable with the content, easily understandable and the value addition the offering can give. A decent pricing content is also made available with the differentiating points, if any, to the visitor.

hint : Digital Media Channels

Blog

The fourth type of digital media marketing is the interactive blogs or review panels. Generally before making a buying decision any customer wishes to get a review from the current user of the product or service.

hint : Digital Media Channels

Mobile Apps

With the growing presence of smart phones, ___ have become an important digital media option for businesses to work. Interactive apps help build a strong connect with its customers offering ease of use and instant updates.

hint : Digital Media Channels