Media Convergence

Content:

1. Defining Media convergence

2. Technology development

3. Types of convergence

4. Convergence of cultural

forms as Textual convergence

5. Technological convergence

6. Convergent media

industries

1. Defining Media Convergence

‘coming together of different equipment and tools for producing and distributing news’ (Grant and Wilkinson, 2009)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 Jenkins‘blending of the media,

telecommunications and computer industries’

The Britannica Encyclopedia 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.

3C’s• Media convergence brings

together the “three Cs” computing, communications, and contents.

• So the process of convergence that application is built around the coming together of three things that were previously separated

• 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.

Convergence has occurred at three primary levels:

• Murdock (2000) made a significant contribution by distinguishing between, convergence of communication system:

• Convergence of cultural forms as Textual convergence

• Technological convergence• Industrial convergence

(i) Textual convergence:

• Cultural Convergence When the audience becomes the user. Media technology has given the audience the tools to “archive, annotate, appropriate, and reticulate content.” Companies use this to create low-cost content. Outsourcing – using user-generated content in internet programs (and sometimes films/TV) shown on sites including YouTube, e.g. The Machinima styled Red vs. Blue , an example of human-computer interaction and interactivity, one of the key trends associated with; new media; play, create, upload, watch, share.”

There are three modes of converging text

• 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.

• Disney animated Cinderella from 1950 is a re-telling of Cindrillon, 1937 snow white itself a version of a story with many historical antecedents

Multimedia model• In the 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

• 11 March 2011 one of the most powerful earthquakes in Japan’s main island…

Transmedia:• 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.

Technology

(ii) Technological convergence:• 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 tasks.

(iii) Convergent media industries:

• The media landscape of the business pages is One in which communications companies and corporation come together through mergers, acquisitions and alliances, these corporations grow ever larger, more diverse, more integrated and more global in scope and operations, Rather than diminishing the importance of media ownership, the convergent environment has highlighted the complex questions of power, influence and control.

• Globally, large media conglomerates include 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.

• As of 2012, The Walt Disney Company is the largest media conglomerate in the US, with News Corporation, Time Warner and Viacom ranking second, third and fourth respectively

• Time Warner is active in four key areas. Warner Bros 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:

• The UK broadcaste sector is a mix of publicly funded and commercial organization, operating across free-to -air analogue and digital platform as well as subcription -based satellite and cable service. and increasingly experimenting with convergent systems. by far the most influential institution is the British Broadcasting Corporation(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 BBC Worldwide.

• According to the BBC's annual report for 2009 /10, 97 percent of UK adults make some weekly use of BBC service.

• The BBc receive the bulk of its funding from the scale of compulsory TV licences.

• As of September 2011, a lincence typically costing $145.50 is required for all UK households that watch or record TV broadcaste,wether on a television, a computer ,a Phone or other devices.

Media convergence:

Conclusion

Opportunities and Challenges

Opportunities

• Lower cost

form of media

• Quality of product enhance

• Interactivity• Audience

participation is encouraged

Challenges

Information over

loaded.Lack of skill

Rapid changing of technology

has obstructed audience’s

activity

Conclusion:• While the future of converged media seems very

bright, its proprietors will have to ask themselves some questions… Will the new technology that is anticipated be as revolutionary as people expect? Will the investment in convergence be profitable enough in the short term, or in the long term? What competing technologies should be utilized in order to produce the best media?