Synergy definition:The interaction or cooperation of two or more organizations,

substances, or other agents to produce a combined effect greater than the sum of their separate effects.

So in regards to the film industry, a multi conglomerate company would use synergy to promote

their film for free. E.g. if Disney produced a film they could advertise it for free on their

“Disney Channel”, sell the merchandise in their “Disney

Store” and produce a soundtrack with their producing company

“Hollywood Records”.

ConvergenceThis is the process by which a range of media platforms are

integrated within a single piece of media technology.

E.g.:The new XBOX 360

= a games console, a DVD player, an internet modem

iPhone = phone, camera, video camera, mp3

player, FM radio, games console, web browser, palmtop compute

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