Converging Digital Technology in the Creative Media Sector Rachel Heyes The Manchester College
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
Historically For many years different media were clearly separated: broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc.
Changes The internet and other digital methods of distribution have changed this. The Media Iceberg
ExamplesA 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.
What does this mean? Thisnot only means that different types of media are converging, but also that media and telecoms are converging.
Converging Media Watch and make notes http://www.youtube.c om/view_play_list? p=F5DC6CE0E17B3C3A What is converging media?
Re-Packaging MediaIn 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.
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.
Investment Froman investment point of view the key consequence is the potential impact of the change on established media companies revenue streams.
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
What are the implications ofconverging technology on the workforce?
Implications Multi-skilling Competition Pace of change Employment Education and Training Multi-tasking
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”
Class TaskFind an example of each category withina specific media industry 1. Multi-skillingPhotography 2. CompetitionWeb Authoring/Interactive Media 3. Pace of changeDigital Graphics/AnimationAudio/Radio 4. EmploymentVideo/Television 5. Education and TrainingComputer Games 6. Multi-tasking
Assignment – Impact ReportExplain what is meant by ‘converging technology’. • Explain and give examplesExplainthe 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
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