1. Converging digital technology refers to the unification of different media channels, such as video, music, and broadcast content, which can now be consumed through single technological outlets like smartphones and the internet. 2. Historically, different media were separated into distinct channels like TV, radio, books, but new digital distribution methods have converged these channels. 3. This convergence means that various types of media content can now be distributed over common networks and platforms, blurring the lines between telecommunications and media industries.

1. Converging Digital Technology
in the Creative Media Sector
Rachel Heyes
The Manchester College

2. What is Converging Digital Technology?
 Convergence in the context of media refers to the technology driven
unification of different media channels
 Different media channels are consumed through one technological
outlet

3. Historically
 For many years different media were clearly separated: broadcast TV,
broadcast radio, newspapers, books, video and film, recorded music
etc.

4. Changes
 The internet and other
digital methods of
distribution have
changed this.
 The Media Iceberg

5. Examples
A digital connection or physical medium can carry any type of content.
 Video can be distributed on a mobile phone network or music over the
internet.

6. What does this mean?
 Thisnot only means that different types of media are converging, but
also that media and telecoms are converging.

7. Converging Media
Watch and make notes
http://www.youtube.c
om/view_play_list?
p=F5DC6CE0E17B3C3A
What is converging
media?

8. Re-Packaging Media
In addition to convergence at the distribution level
there are areas in which the same content can be re-
packaged across media.
Forexample, computer games and films use the
same content in different ways.
This also creates powerful marketing synergies.

9. New Technology
 Convergence is part of a much broader change in the media that is
being brought about by new technology.
 Although
this has not happened as fast or as profitably as many
hoped during the dotcom boom, changes are nonetheless happening.

10. Investment
 Froman investment point of view the key consequence is the
potential impact of the change on established media companies
revenue streams.

11. Class Task
The sectors for this assignment are:
 Photography
 Web Authoring/Interactive Media
 Digital Graphics/Animation
 Audio/Radio
 Video/Television
 Computer Games
1. List all of the current uses of converging digital technology within your sector
2. Each group should reflect upon a sector and feedback to the class

12. What are the implications of
converging technology on the
workforce?

14. Implications
 Multi-skilling
 Competition
 Pace of change
 Employment
 Education and Training
 Multi-tasking

15. Media Work - Mark Deuze (2007)
“Media professionals face tough choices. Boundaries are drawn and erased:
between commerce and creativity, between individualism and teamwork,
between security and independence. Digital media supercharge these
dilemmas, as industries merge and media converge, as audiences become
co-creators of content online. The media industries are the pioneers of the
digital age”

16. Class Task
Find an example of each category within
a specific media industry 1. Multi-skilling
Photography
2. Competition
Web Authoring/Interactive Media
3. Pace of change
Digital Graphics/Animation
Audio/Radio
4. Employment
Video/Television 5. Education and Training
Computer Games
6. Multi-tasking

17. Assignment – Impact Report
Explain what is meant by ‘converging technology’.
• Explain and give examples
Explainthe impact of converging technology on the
workforce within a specific creative media industry.
• Explain and give examples such as VoIP, website
content, increased competition and impact on
employment