The Cycle: the Relationship Between Convergence and Fragmentation in Media.
Abstract
The relationship between fragmentation and convergence is now more interrelated than before. With technological advances all industries have to change their approach and business plans in order to stay competitive. The main result from these advances, are the change in consumer behavior and demands. These new players generate a fragmentation and convergence cycle. While the originator of this cycle may not be clear or vary from industry to industry, the presence of this cycle is imperative for all industries to understand.
Introduction
Media fragmentation is defined as “a trend to increasing choice and consumption of a range of media in terms of different channels such as web and mobile and also within channels, for example more TV channels, radio stations, magazines, more websites. Media fragmentation implies increased difficulty in reaching target audiences” (Chaffey, 2007). This is clearly a way of further breaking up media industries to create more choices. According to the University of Syracuse Convergence Center website, media convergence can be defined as “the coming together, into a single application or service, of information content from sound broadcasting, telephony, television, motion pictures, photography, printed text, and money” (2009). This is clearly a consolidation of media industries in order to meet specific demands created by specific consumers. These are two different scenarios that share a unique relationship. One will eventually lead to the other. The presence of one is the direct result of the other. However, which one leads? This is the digital media/entertainment industry’s casual dilemma .Which comes first? The different digital media/entertainment industries have all shown these two conditions at some time in their existence: the never ending cycle. Media/entertainment industries are under constant change and constant pressure to keep up with both technological advances and shifts in consumer behaviors. In order to
The relationship between fragmentation and convergence is now more interrelated than before. With technological advances all industries have to change their approach and business plans in order to stay competitive. The main result from these advances, are the change in consumer behavior and demands. These new players generate a fragmentation and convergence cycle. While the originator of this cycle may not be clear or vary from industry to industry, the presence of this cycle is imperative for all industries to understand.
Introduction
Media fragmentation is defined as “a trend to increasing choice and consumption of a range of media in terms of different channels such as web and mobile and also within channels, for example more TV channels, radio stations, magazines, more websites. Media fragmentation implies increased difficulty in reaching target audiences” (Chaffey, 2007). This is clearly a way of further breaking up media industries to create more choices. According to the University of Syracuse Convergence Center website, media convergence can be defined as “the coming together, into a single application or service, of information content from sound broadcasting, telephony, television, motion pictures, photography, printed text, and money” (2009). This is clearly a consolidation of media industries in order to meet specific demands created by specific consumers. These are two different scenarios that share a unique relationship. One will eventually lead to the other. The presence of one is the direct result of the other. However, which one leads? This is the digital media/entertainment industry’s casual dilemma .Which comes first? The different digital media/entertainment industries have all shown these two conditions at some time in their existence: the never ending cycle. Media/entertainment industries are under constant change and constant pressure to keep up with both technological advances and shifts in consumer behaviors. In order to