Media Convergence
* Media convergence is the merging of mass communication outlets – print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms. * Media convergence allows mass media professionals to tell stories andpresent information and entertainment using a variety of media. * Converged communication provides multiple tools for storytelling, allowing consumers to select level of interactivity while self-directing content delivery.
Convergence has occurred at two primary levels: 1. Technologies—creative content has been converted into industry-standard digital forms for delivery through broadband or wireless networks for display on various computer or computer-like devices, from cellular telephones to personal digital assistants (PDAs) to digital video recorders (DVRs) hooked up to televisions. 2. Industries—companies across the business spectrum from media to telecommunications to technology have merged or formed strategic alliances in order to develop new business models that can profit from the growing consumer expectation for “on-demand” content.
Some industry analysts see media convergence as marking the twilight of the “old media” of print and broadcasting and the rise of “new media” associated with digital publishing. Among the major changes associated with digital publishing is the growth of a “flatter” publishing structure that allows one-to-one and many-to-many distributions of content. This development contrasts sharply with the one-to-many distribution that was characteristic of 20th-century mass communications. Digital publishing also has empowered many ordinary individuals to become involved directly or through collaborative efforts in creating new content because of the dramatically reduced barriers to producing and distributing digital content over the Internet.
While these developments have challenged the business models of old media as they developed in the 20th century, the
Convergence has occurred at two primary levels: 1. Technologies—creative content has been converted into industry-standard digital forms for delivery through broadband or wireless networks for display on various computer or computer-like devices, from cellular telephones to personal digital assistants (PDAs) to digital video recorders (DVRs) hooked up to televisions. 2. Industries—companies across the business spectrum from media to telecommunications to technology have merged or formed strategic alliances in order to develop new business models that can profit from the growing consumer expectation for “on-demand” content.
Some industry analysts see media convergence as marking the twilight of the “old media” of print and broadcasting and the rise of “new media” associated with digital publishing. Among the major changes associated with digital publishing is the growth of a “flatter” publishing structure that allows one-to-one and many-to-many distributions of content. This development contrasts sharply with the one-to-many distribution that was characteristic of 20th-century mass communications. Digital publishing also has empowered many ordinary individuals to become involved directly or through collaborative efforts in creating new content because of the dramatically reduced barriers to producing and distributing digital content over the Internet.
While these developments have challenged the business models of old media as they developed in the 20th century, the
References: Guy Berger, (2006): Paper for workshop convened by Forum Media and Development Academy, Eichholz Castle, Germany: 15-16. September, 2006 on Characteristics of African media markets “Money matters. How Independent Media Manage to Survive”.