Convergence “Convergence is a cultural,
rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.” Henry Jenkins, MIT
Lucy Willis, Battlefront Definitely a
sharp learning curve. Took a while for the two cultures (digital and TV) to understand the language and working practices of the other. Schedules and delivery more fluid in the digital world and more likely to slip. Took a while for the TV part of the partnership to realize this was normal working practice in digital, as was amending the site as you go and accepting that not all functionality would work perfectly first time. Moving forward we would still work with a digital agency but would have a digital producer working within Raw he is immersed in the 'digital culture' and 'speaks the language'. On battlefront we budgeted for the site editor to come from the digital agency but we would have them in house at Raw definitely next time and we would be involved and run more of the content management. Most of the uploading was done by the digital agency, but next time round we would consider doing this ourselves. We would also thing much more carefully about the marketing side of the project and on the quality of the seeders who are crucially important in building the community around the on-line part of the project.