Technological Convergence Cross Media Convergence Synergy

1. SYNERGY AND
CONVERGENCE
Key words:
• Synergy
• Technological convergence
• Cross Media convergence

2. TECHNOLOGICAL
CONVERGENCE

3. WHAT ARE ALL THE
THINGS YOU CAN DO ….

4. EFFECTS?
PRODUCERS? AUDIENCES?

5. CROSS MEDIA
CONVERGENCE
‘Hardware and software coming
together across media, and
companies coming together across
similar boundaries. This makes the
distinction between different types
of media and different media
industries increasingly dubious.’
Julian McDougall – Media Studies:
The Basics

6. CROSS MEDIA
CONVERGENCE
The combining of old and new media
Film which you can see at the cinema (old) or
download via Netflix, Amazon, etc (new).
Advertising a film in a newspaper/ trailer (old) and
online (new) via a scavenger hunt
The combining of two or more mediums
Film industry working with the music industry
Video game industry working with the film
industry
Magazines subscriptions linked to films

7. WHAT IS THE IMPACT?
‘Did you know’

8. WHAT IS THE IMPACT?
Negative?
Positive?

9. MEDIA SYNERGY
Media synergy is the way in which different elements of a
media conglomerate work together to promote linked
products across different media.
Some times this involves looking outside the conglomerate
eg West End version of High School Musical
Example: Disney ‘High School Musical’

10. MEDIA SYNERGY
Different to cross media convergence because media
convergence is based on combining at least 2 different parts
of the media industry whereas synergy can be 2 agents from
ANY industry.
Often works best which is uses very different industries.
Overall the effect created is larger that if they act
independently

11. MEDIA SYNERGY
Production – need to produce music with current musical talent
(eg Adele and Skyfall, Ed Sheeran and I See Fire – 200m views)

12. MEDIA SYNERGY
Distribution company + Online organisation + Retail
organisation = larger effect on release method

13. MEDIA SYNERGY
Marketing – Cross promotion, Related Products,
Simultaneous release of new products
James Bond and Sony Xperia
The James Bond Lifestyle

14. How would you describe the following:
 Cross media convergence
 Technological convergence
 Synergy

15. TASK
Look at the marketing and promotional material associated with our
case studies, including the official websites.
• Find the official print posters. – Who is the target audience? How
can you tell?
• Have they used any other marketing methods? Who does it appeal
to? How does this appeal to the audience?
• Has technological convergence been used in the production,
distribution, exhibition or marketing of the film?
• Have they demonstrated any example of synergy in the promotion
of the film?
• Have they utilised cross media convergence for the
distribution/exhibition of the film? If so, what are the advantages
of this?

16. POSSIBLE QUESTIONS
‘The current revolution in technology is changing the way both
producers and audiences think of film and the film experience’.
How far do you agree with this statement?
How far are new technologies changing the way audiences watch
films?
How has the experience of watching films changed in recent
years and how do you think it might develop in the future?
What role does the internet play in enabling people to develop
their interest in films?