2. That is one big title, and looks far more complex than
it is. So what is ‘cross media convergence and synergy
in distribution and marketing’? Well…
It basically means when multiple types of media come
together and create something for producing,
distributing and marketing. For example, a film can be
downloaded on a mobile device. The film company
and mobile company have come together for
distribution purposes.
There are two types of convergence, technological
convergence and media convergence…
3. Technological Convergence
Technological convergence is how technology allows
media texts to be produced and distributed on
multiple media devices; In cinema, the move from
film reel to digital film to be shown on ipads, phones
etc, and occupying only a small amount of digital
storage.
Also, websites now allow scrolling and navigation
around a webpage, not limited to a single page of
space. Meaning more can be condensed onto a web
page, advertisements for film etc.
4. Media Convergence
Media convergence is how media production
companies use a variety of media to display their
product. Magazine companies now have print
versions, web versions and facebook/twitter pages.
Cross media convergence is usually possible because
of technological convergence. (working together to
promote/distribute/market)
5. In Conclusion
Overall, convergence is technologies coming together,
e.g download and watch films from your mobile
device. It is also media industries diversifying so they
distribute across several medias – newspapers with
online versions and audio podcasts. They no longer
exist separately.
