Exam topicTHE IMPORTANCE OF CROSSMEDIA CONVERGENCE ANDSYNERGY, IN PRODUCTION,DISTRIBUTION AND
Topics for exam» The issues raised by media ownership in contemporary media practice;» The technologies that have been introduced in recent years at the levels of production, marketing and exchange;» The significance of proliferation in hardware and content for institutions and audiences;» The importance of technological convergence for institutions and audiences;» The issues raised in the targeting of national and local audiences (specifically, British) by international and global institutions;» The importance of cross media convergence and synergy, in production, distribution and marketing;» The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.
Cross Media convergenceis exactly how it sounds…» Producing, distributing and exhibiting across different media’s» Overlaps technological convergence» How do independents and conglomerates make use of a range of platforms?
Case studies – what year were these films made?» The Dark Knight Studio?» Slumdog Millionaire» Paranormal Activity» Monsters» Alice in Wonderland» Toy Story 3» The Expendables» Kung Fu Panda 2» Shifty» The Boat That Rocked» The Quantum of Solace
Activity 1: Worksheet» What impact potentially could cross media convergence have on:» Production» Distribution» Exchange
Production, distribution and exchangeProduction Distibution ExchangeConglomerates – Advertise across Different ways to3D, IMAX, 2D thanks radio, TV, posters, mo watch film – tripleto digital technology. bile Phones, Internet. play, blu-ray, DVD, 3D DVD,Independents now Advances in Give indies a chanceable to engage with technology have to recoup theirCGI graphics meant that money through DVD, independents can sky deal and TV cross media deals. converge on some levels. Exploit some investments like Film 4
Activity 2: Exam question» Read through this cross media convergence answer.» What grade would you give it?» Why?
Issues in targeting an audience» Print costs» Where to show it - Niche films have small audiences but can have high yield» Film reviews» Advertising» Types of films – does it appeal to everyone?» What certificate it receives…
BBFC Classification» Crucial stage to Film Distribution» Produce a set of guidelines» It is self regulatory» Film makers and producers have limited control» It could targeted and promoted for a 15 audience however could get an 18 certificate by the BBFC!
Activity 4: Certificates for films?» What power does the council have over BBFC?» Internet activity» What certificates did our films receive?
Activity 5: True/False? Why?1. ‘Media production is dominated by global institutions who target their films to national audiences’2. ‘Media exhibition is dominated by global institutions who target their films to national audiences’3. Digital technology will give power in media production, marketing and exchange to the independents’
How to answer a question1. Introduction -Engage with the question2. Point, Explain (pretend the examiner knows nothing!), Evidence3. A detailed example/case study must be used4. Compare and contrast Independent and conglomerate5. Conclude
We must look at it from 2 perspectives1. Conglomerates (NBC Universal - General Electric, Sony, Viacom, AOL-Time-Warner)2. Independents (Warp films)