1. Convergence and Synergy Synergy = companies working together at a mutual benefit but remaining separate. Institutional Convergence = when companies merge together. Technological and Cross Media Convergence = convergence can be in production, distribution and exhibition (films via the web; piracy), or marketing (using social networking sites/ websites for promotion) In the film industry the number of platforms where you can view films is proliferating all the time; audiences can also watch films in a variety of ways WHEN THEY WANT TO. You can use digital technology to download a film or TV programme onto your mobile phone, laptop, I-Pad or PC; you can watch it on your flat-screen TV; you can also connect your HD TV to the Internet and watch the film on You Tube; of course, you can see the film on Blue Ray or ordinary DVDs; some might prefer to watch the film on Playstation or X Box; you could, perhaps, download it on Pirate Bay or other sites and consume it at a time that suits you. Of course the latter is illegal. But is this not how many students get their music these days?