Media Convergence
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Media Convergence

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The digital age is driving the convergence of devices and media. Convergence isn’t just a techie thing, but a fundamental change in the way we (1) create, (2) distribute and (3) consume media. At ...

The digital age is driving the convergence of devices and media. Convergence isn’t just a techie thing, but a fundamental change in the way we (1) create, (2) distribute and (3) consume media. At the M&G Online we have been more active in exploring the third form of convergence: READER POWER.

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Media Convergence Media Convergence Presentation Transcript

  • Convergence in the media
    • Matthew Buckland, GM: New Media
    • www.mg.co.za
    • www.matthewbuckland.com
    • [email_address]
  • Weekly paper Daily website
  • m.mg.co.za www.mg.co.za/podcast View slide
  •   View slide
  • Convergence means many things
    • 1 Creation ( Multi-media stories; print-online; production)
    • 2 Distribution (Cellphones; multiple platforms)
    • 3 Consumption (Blurring between reader & publisher)
    • “… where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways."
    • Henry Jenkins, author “ Convergence culture ”
  • #1 Integration @ M&G…
    • Online a separate business: value of focus & specialisation
    • Separate online editor, subs, journos, even sales staff
    • Create drive and “online culture”
    • Degree of competition between online & print is healthy
  • Weekly vs daily…
    • Different cultures, deadlines, type of content
    • Economies of scale different to daily
    • No immediate plans to push into multimedia
    • Strong focus on social media platforms to attract audience
  • Weekly vs daily…
    • Problems: Communication, “us” vs “them”, lack of synergy
    • Solutions: Build bridges via forums, meetings, print journalists more involved in website
    • Now: Convergence an ideal, slow & cautious approach; multimedia the driver for convergence push
  • #3 Reader power…
    • Readers elevated from letters pages to micro-publishers
    • Bloggers mini-media owners earning online ad revenue
    • Blogging, cit reporters & cit photographers taking off
    • In a global context, the advance of the digital age is making media creation & production & distribution cheaper, easier and more accessible. Quality issues?
    • But it also means that media increasingly no longer have monopoly on publishing: Readers are publishers & broadcasters too.
    In a nutshell…
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  • www.thoughtleader.co.za
    • Best of blog & best of media
    • Print journalists blogging with
    • Leaders, commentators & upcomers
    • “ Editorial blog” with gatekeeping
    • Joint agenda-setting: blogger & editor
    • Site attracts strong writing
    The hybrid…
    • In about two weeks:
    • 65 writers
    • 300 articles
    • 500 comments
    • Questions?
    • He must be very ignorant for
    • he answers every question he is asked.
    • - Voltaire