CONNECT SYNERGY AND CONVERGENCE Key words: • Synergy • Technological convergence • Cross Media convergence
DISCOVER TECHNOLOGICAL CONVERGENCE ‘The trend for different technologies for the delivery of content to start to resemble one another.’ For example, television sets will increasingly resemble computers while computers will increasingly resemble televisions; both will be used to download moving images from the internet, and eventually the distinction between the separate technologies are likely to be erased. Such convergence has been made possible as a result of the evolution of digital technology. Can you think of examples of technological convergence?
DISCOVER 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.’ ’Media institutions delivering their product on more than one media channel’ IMPACT ON FILM Name all the places you can watch a film. How has the experience changed?
DEVELOP WHAT IS THE IMPACT? Negative? Film Piracy Positive? Reach audiences quickly http://www.youtube.com/watch?v=6ILQrUrEWe8
DISCOVER MEDIA SYNERGY Media synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media. Example: Disney ‘High School Musical’
DISCOVER ‘HARRY POTTER AND THE PHILOSOPHER’S STONE’ (2001) In 2000 AOL and Time Warner merged. The promotion of ‘Harry Potter and the Philosopher’s Stone’ by AOL Time Warner is a good example of synergy. Adverts for the film were The soundtrack was shown on HBO and the released on Atlantic WB, both American TV Records, part of channels which are Warner Music. subsidiaries of Time Warner. Articles about the film AOL’s internet service appeared in was offering newspapers and merchandise, and ticket promotions tied magazines owned by to subscriptions for Time Warner. AOL’s services.
DISCOVER SYNERGY IN ‘SLUM DOG MILLIONAIRE’ (FILM4) Single Soundtrack Original book uses film image and is retitled Music Film poster video uses promotes book imagery from the film
DEVELOP HOW CAN YOU APPLY TECHNOLOGICAL CONVERGENCE AND CROSS MEDIA CONVERGENCE TO THE SOUNDTRACK? Cross media convergence: Soundtrack can be accessed by purchasing a CD or downloading on iTunes and by listening to the music whilst watching the film. Technological convergence: Soundtrack can be accessed/purchased/consu med via the internet, ipod, mobile phone, I tunes, youtube
How would you describe the following: Cross media convergence Technological convergence Synergy
STAR-PERFORMER-PRODUCT SYNERGYDevelopment of a star persona across a range of media sites.A pop star releases albums works on filmsoundtrack/scores write books use song in advertinvolved in rock documentaries etc Example – Katy Price
DEVELOP TASK Look at the marketing and promotional material associated with The Harry Potter series and with ‘This is England’. • Find the official print poster. – 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 impacted on 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 exhibition of the film? If so, what are the advantages of this?