Media Convergence is a term that recently gets mentioned more and more. But what does it really mean? What advtanges and disadvtanges of it and this affects us. In this presentation we will discuss just what Media Convergence is and also what the opputines and challenges it brings for the creative industry and also socity.
Media Convergence is different media sources joining together and becoming one. For example if you wanted to read a newspaper you didn’t have to buy a printed newspaper you could read it on your smart phone. This has drastically change the way we consume media, people now think and behave differently because of this change. This change is called a technological determinism where a technology the primary source of a change in society.
Compared to 20 years its crazy how drastically technology has improved. Technology has gotten smaller and faster giving consumers better access to media platforms. Giving consumers this technology with smart phones now having HD cameras and sound recording gives them the opptuinty to create their own content. Will technology ever stop growing? Even in the past 2 years we have gone from DVDs to Blue ray and 4G networks rising. Consumers and industry will always demand more and even better technology meaning the development in technology is inevitable, we call this technological imperative. inevitableTechnological ImperativeWith now fast internet at our finger tips and an age of digital more people depend on technology in their daily lives and this drastically effects how people think, feel and behave. This kind of change in society where technology is the primary cause is called technological determinism
Many advantages come to these new technologies such as technology is now smaller and more portable and with now high speed internet allows fast access to new information.
Media Convergence brings many opportunities for the creative media industry. Majority of consumers now have smart devices such as smart phones and tablets and this create one single platform for the industry to connect with their audience. Industry have developed around this platform to enable to engage better with consumers and audiences. For example applications on the devices have now been made to enable consumers to each every single media source for example applications which allows consumers to read newspapers and now even listen and watch television and radio on the go. These applications on the smart devices is a great way to advertise with recommendations that judge on what the consumer is already watching and enjoying and recommend a similar show. Also rating and commenting is advabile which enabled engagement with the audience and feedback for the broadcasting companies. Another way of advertising is the ‘share this on facebook / twitter’ option where people can share what they are watching with their friends and this gains a great to connect with a greater audience.
Even though the growth in technology and media convergence has many advantages and oppurtinies there is also many disadvantages such as job loss. For example newspapers can now be accessed on smart phone divvies and online this cuts printing and delivery process which creates a lot of job cuts in the printing sector. The expense of technology is too high, the everyday person can’t afford to pay the amount of money needed to buy the technology. For Example : The Ipad and the Iphone cost a lot of money to buy with the added expense of applications to then download. Another problem with Apple is they delete certain programmes once they are upgraded which means that the consumer can not access the software they need. People also go into debt to try and have the latest gadget.
Society has to adapt and change the new advances in media technology and attitudes to utilising and accessing information from new mediums.The challenges that society now face are simple the pressure from media companies to consume more and more media with their digital technology. For example:Digital television providers , consumers are always bombarded with adverts and sales personal to sign up and subscribe to their digital television provider. The 2 giant companies in the UK are ‘B Sky B’ and ‘Virgin Media’. Many people do not understand the difference between the two. 'Free view’ or ‘Free sat’ is a simple way to access digital TV without the subscription fee. Audience Fragmentation has become more of an issue in the last decade. With the rise of digital TV, Internet and Mobile Apps, Audiences have a choice to select what they want to watch on difference technology whenever they wish to. The problem arises when certain sections of society don’t understand or know how to access this technology . Audience fragmentation also effects the quality of the entertainment produced for the public. Financial- This new technology is expensive to buy and to upgrade. Other issues to consider are when buying specialist software for your laptop or computer can be expensive especially if they are industry standard and used for a specialist subject. This software can cost an extra £200 on top of the payment for the computer itself.
Media ConvergenceCharlotte Wilkins, Sophie Williams ,Sebastian Padget Max Hammond
What is Media Convergence?• Different media sources joining together• Newspapers, online, television, radio etc.• Result in a technological determinism
The growth in technology joined with Media Convergence• Internet• Television• Smart phones• Tablets• 3G / 4G• Applications• Gaming• What next?
Advantages of the changes in technology?• Portable• Cheap• Quick• Easier to access• Reliable• More information• Varity choice
Opportunities Media Convergence brings for the Creative Media Industry.• Easier to connect with audiences• More platforms for industry such asapplications on smart devices•More engagement•Advertising
Social Networking and why it is important.- Facebook has 800 million active users online.- Only THREE countries in the world are larger than that.- USA = 307 million, India = 1.17 billion, China 1.33 billion. -Twitter has 100 million users online (September 6th 2011) -Almost the size of Mexico!
How effective Social networking is!Gary Vaynerchuk:- A well known Wine critic blogger but also very recently a business entrepreneur.- Spent $7500 on a Billboard $7500 on a magazine ad and ONE Tweet=>End Result was that the ONE Tweet ended up generating more sales than the billboard and the magazine ad.- ”I think we are starting to humanize businesses, and the fact that people want to have relationships with Puma and Nike and Coke and Pepsi is a very interesting early development of whats going on ” in the social web Overall this shows that interacting and socializing with consumer’s have been proven to make businesss more successful than traditional advertisements.
Other reasons why businesss areusing social network sites more often.• FREE! Advertising• Getting the message out their efficiently.• A chance to know your audience on a personal level and the opportunity to know what they want.• Less time consuming.
Other reasons why society is changingbecause of media convergence for the better.“What we are now seeing is the hardware diverging while the content converges.” (Henry Jenkins, Convergence Culture pg. 15)
Disadvantages of the changes in technology.• Job losses• Expensive to buy – smart phones / tablets• Not everyone has access• Not user friendly• Unable to find support
Challenges within the Industry. •What consumers want? •Competition? •Time and cost? •Changes in technology?
What consumers want.Consumers want the new technology on offer in other parts of the world.• 4G - a fast mobile data connection, is available in some countries, but not the UK.• HD TV – Had been available in the late 90s in USA, but only became widely available in the UK over the last 5 years.• Digital Switchover – Huge campaign to get the UK to switch by 2012.• 3D TV – 3D has become increasingly popular, due to films formatted in 3D; the media industry has found a gap in the market to give consumers the choice of watching films, TV shows and sport in 3D at their home.• More choice – Consumers want to watch TV shows on demand. TiVo has been introduced in the UK recently, however the US have had it for around 20 years.
Time and cost.• Introducing new services is very time consuming.• The digital radio switchover will not be complete until 2019.• The cost of getting people to switch could be a problem. A lot of people who listen to radio, listen to it in their cars. Not many car manufacturers currently offer digital radio as an option. It will cost consumers a lot of money to either change car or buy costly radio systems to receive the service.
Competition.• TV companies such as Sky have over 10 Million customers. This is due to the vast amount of channels it offers its customers, as well as HD channels and recording.• Virgin Media is the only major competitor Sky has.• TiVo was launched in the UK briefly in 2000, but because Sky launched its Sky+ service in 2002, it was discontinued.• This is an example of how big media companies have dominance in the UK, outside competition cant really compete on the scale of Sky.
Tablets.• The popularity of internet tablets has increased with the introduction of the iPad.• One way this has affected the media industry is because of the ease of getting news and information. We are finding ways of getting information and newspaper sales have been affected. Sales of The Independent dropped by 27% this year, partly because people are finding it easier to get news else ware.• One way to alter the declining sales is offer an online newspaper. Users subscribe to the service and receive the same content, but in interactive form.
Social Networks.• Globally, 800 million people use facebook to communicate with family and friends.• In a recent documentary, Facebook is apparently one of the best places to go for Market research for companies. Instead of companies going out to get market research, they are turning to social networks.• Challenges in the industry in terms of social networks are that users are turning to social networks to communicate, rather than make a phone call or text.
Smartphones.• 44.8% of the UK population own a Smartphone.• Because they are so versatile in what they offer; most offer internet, music, apps, GPS etc, it has affected the sales of CDs, newspapers, games has decreased due to them.• Electronic Arts, have started to make games for Smartphones.• Newspapers and Magazines offer their daily prints in an online format.• Most music artists now sell their music in MP3 format, due to the fact that CDs are now in decline.
Challenges Media Convergence brings to society• Audience Fragmentation• Accessibility to technology• Financial/ economical• Technology isn’t accessible to all in society• Media companies having an advantage over society• Technology can be complicated to use.
Bibliography• http://www.businessinsider.com/gary-vaynerchuk-secret-to-success-2011-4#ixzz1fsW3k75J (Gary V quote “humanising businesses)• http://en.wikipedia.org/wiki/List_of_countries_by_population (population of countries)• http://techland.time.com/2011/09/09/twitter-reveals-active-user-number-how-many-actually-say-something/ (how many users on Twitter)• http://royal.pingdom.com/2009/09/16/only-3-countries-in-the-world-have-more-people-than-facebook/ (3 countries in the world that are larger than Facebook)• http://wiki.answers.com/Q/How_many_people_use_the_search_engine_Google_everyday_day (how many people use Google a day)• http://www.facebook.com/press/info.php?statistics (Statistics on Facebook)• http://en.wikipedia.org/wiki/Gary_Vaynerchuk (Gary V, reference for article he wrote)• http://www.itvmedia.co.uk/advertising-on-itv/cost-of-advertising (How much a TV advert costs)• http://www.youtube.com/watch?v=wAHhaffAiHk&feature=related ( quote from Michael Buckley talk about Gary V ‘...$7500 on a bilboard ... And ONE tweet)• http://www.google.co.uk/intl/en/options/ (how many features Google has)• “What we are now seeing is the hardware diverging while the content converges.” (Henry Jenkins, Convergence Culture pg. 15)