Your SlideShare is downloading. ×
Converging Digital Technology
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Converging Digital Technology


Published on

Creative and Digital Apprentices …

Creative and Digital Apprentices
Cohort 5
Unit 3

Published in: Education

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Converging Digital Technology in the Creative Media Sector Rachel Heyes The Manchester College
  • 2. What is Converging Digital Technology? Convergence in the context of media refers to the technology driven unification of different media channels Different media channels are consumed through one technological outlet
  • 3. Historically For many years different media were clearly separated: broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc.
  • 4. Changes  The internet and other digital methods of distribution have changed this.  The Media Iceberg
  • 5. ExamplesA digital connection or physical medium can carry any type of content. Video can be distributed on a mobile phone network or music over the internet.
  • 6. What does this mean? Thisnot only means that different types of media are converging, but also that media and telecoms are converging.
  • 7. Converging Media Watch and make notes  om/view_play_list? p=F5DC6CE0E17B3C3A What is converging media?
  • 8. Re-Packaging MediaIn addition to convergence at the distribution level there are areas in which the same content can be re- packaged across media.Forexample, computer games and films use the same content in different ways.This also creates powerful marketing synergies.
  • 9. New Technology Convergence is part of a much broader change in the media that is being brought about by new technology. Although this has not happened as fast or as profitably as many hoped during the dotcom boom, changes are nonetheless happening.
  • 10. Investment Froman investment point of view the key consequence is the potential impact of the change on established media companies revenue streams.
  • 11. Class TaskThe sectors for this assignment are:  Photography  Web Authoring/Interactive Media  Digital Graphics/Animation  Audio/Radio  Video/Television  Computer Games1. List all of the current uses of converging digital technology within your sector2. Each group should reflect upon a sector and feedback to the class
  • 12. What are the implications ofconverging technology on the workforce?
  • 13. Implications Multi-skilling Competition Pace of change Employment Education and Training Multi-tasking
  • 14. Media Work - Mark Deuze (2007)“Media professionals face tough choices. Boundaries are drawn and erased: between commerce and creativity, between individualism and teamwork, between security and independence. Digital media supercharge these dilemmas, as industries merge and media converge, as audiences become co-creators of content online. The media industries are the pioneers of the digital age”
  • 15. Class TaskFind an example of each category withina specific media industry 1. Multi-skillingPhotography 2. CompetitionWeb Authoring/Interactive Media 3. Pace of changeDigital Graphics/AnimationAudio/Radio 4. EmploymentVideo/Television 5. Education and TrainingComputer Games 6. Multi-tasking
  • 16. Assignment – Impact ReportExplain what is meant by ‘converging technology’. • Explain and give examplesExplainthe impact of converging technology on the workforce within a specific creative media industry. • Explain and give examples such as VoIP, website content, increased competition and impact on employment