Convergence And its impact on television broadcasting
Podcast - Convergence A summary of the impact of convergence theory on television broadcasting For the ‘Podcast part 2: Political Economy’ audio click the corresponding link below
The Influence of Convergence A conventional description of contemporary ‘convergence culture’ would refer quite generally to the increasing adaptability of content towards multiple media platforms and the co-operation between the numerous media sectors. In relation specifically to the media branch of television, convergence culture takes on a whole new meaning. Convergence culture in relation to the television industry, as stated by the theorist H. Jenkins, now refers more significantly to the “migratory behaviors of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want (2006, pg. 2)”. Television is now completely immersed in a convergence culture where, despite demand remaining high and media platforms becoming more diverse, networks are in a constant battle to sustain good ratings.
The television industry itself has entered into “an era of prolonged transition and transformation” (Jenkins, 2006, pg. 3) in which networks have begun racing to develop new ways of winning over their fragmented audience and dominant the new platforms available. The merging of television and online/mobile technologies has opened up new commercial opportunities that have forced television producers to adapt their television products to not only utilize this technology but also adapt their content to appeal to these new users.
Because of this needed technological adaption television itself has seen many new developments. One new form of television, which has been developed specifically due to modern convergence culture, is the various audience participation segments. Audience members are being invited by producers to use online and mobile technologies to become interactive with television shows and make comments, begin discussions, and even decide the outcome of television programs. Examples of this include various reality vote-in shows and also the introduction of live twitter feeds on shows such as Q&A. This participatory culture has helped to demand the full attention of viewers and hence has captured a sense of audience loyalty, which is unattainable in other formats.
Interview relating to impact of Convergence Is the increasing popularity of other mediums to access television a consideration when developing a new project? How do you feel that changing technology will effect television? And what do you think is television’s greatest hurdle in regards to these changes? For the audio answer click the ‘Question 1’ link below For the audio answer click the ‘Question 2’ link below
Interview continued… How does the media giants’ hold over television effect creativity? For audio answer click the ‘Question 3’ link below
Annotated References Jenkins, H. 2006, Convergence Culture: Where Old and New Media Collide, New York University Press, New York/London
This text is crucial in understanding the impact of convergence culture on the contemporary television broadcast industry. Jenkins argues that convergence is forcing the television industry into a period of transition in which networks and producers must race to capture new markets, embrace new technology and appeal to a new “migratory” audience base.
Nightingale, V. A. 2007, New Media Worlds: challenges for convergence, Oxford University Press, Oxford/South Melbourne, Vic.
This text is really useful in regards to understanding our modern communicative world, the technology that inspires it and the digital natives that inhabit it. Nightingale looks at the new platforms and how industries such as television have the advantage of reaching new audiences but at the same time are faced with challenges in regard to issues such as the growing digital divide.
Murphy, S. C. c2011, How Television Invented New Media, Rutgers University Press, New Brunswick, N.J.
This text looks at the extent of the influence of television in our new convergent society. Murphy discusses how television has contributed to the exponential growth of convergence and remained a key player amongst the modern media giants. Murphy also discusses how television has now had to shift its focus towards catering for the internet and online audiences.