Convergence

1. Pre production media convergence
 In pre production there as has been many
technological advancements in the past few years , a
lot of these pre productions media convergence has
come through and is now into use.
 For example you can now do online and digital
signatures to sign certain documents such as a model
release form , about 10 years ago this would not have
been possible as the technology was not available.
Another example would be us using the platform
“Monday.com” it allowed us to make a gant chart this
show cases technological convergence as we were
able to do this on smart phones.
 Adding onto to this another example convergence on
a phone would be the fact it now allows to facetime
(video call ) one another where as in previous years
you would of need a specialist computer to do this.

2. Production media convergence
 During the act of production there has been many advancement’s in
technology allowing the act of production to be a lot more advance
with many different media convergence taking place over time
helping the production crew.
 For example about ten years ago when having a production set to
complete production of a act of some sort you would need many
different types of equipment such a microphones, large cameras,
lights and greenscreens Now you can use all of these of devices
such a modern laptop or even black box devices.
 During production there are also many others devices that have
now had technological convergence happen to them. One prime
example would be the use of 4K cameras a decade ago you would of
needed to buy a specialist camera to shoot in 4k however now you
can now have these 4k cameras on our ordain computers and smart
phones. The footage from these cameras can instantly be uploaded
to a drive, iCloud and some even work directly with smart phones
so that users/advert directors can view the footage.
 As well as the above we also see technological convergence in
terms of digital film meaning that now saving rushes on a digital
camera/SD card and being able to instantly access the
files/transfer them over to devices for an advertising crew to view.

3. Post production media convergence
 During post production there is a lot of work that needs to
be done in the editing stage of the production for example
10 plus years ago you would need a whole editing studio to
be able to edit a piece of media and before this you need
you would have had to physically transport the film as a
piece of a physical object to than be physically
transported to the editing studio now It can be completely
editing all on one device such a Morden laptop on apps
such as adobe and after effects which are industry
standard which big media companies would use. This keeps
costs down and allows budding apprentices to venture in
the advertising industry.
 Another piece of technological convergence would be that
you now edit movies on your phones use sing platforms and
sites such as iMovie allowing you have a high level of
editing on a small device such as a phone.
 As well as this you can now get certain after effects on
phone to edit pictures where as a decade ago you would
have to have specialised computer to do this level of
editing. Apps such as Photoshop, Facetune and even
Instagram are used as photo editing software to enhance
the look of a product/brand.

4. Advertising & Marketing
 Add two points about convergence with advertising and marketing
 One key way marketing and advertising is that now we have adaptable
websites layouts for example how a website looks on a computer screen is
adapted to fit that of an iPhone but yet it still advertises the exact same
content. A decade ago this was not possible and when smart phones started
coming out if a website wasn't compatible it simple would not fit the screen
 Another way convergence has helped advertising and marketing would be that
it now allows you to access hast tags on your smart phone and other black box
devices where as in the past these hashtags could only be accessed through
social media.