This document contains 10 discussion questions about the impact of digital media and cross-media convergence on media institutions, audiences, ownership, marketing and consumption in different media areas. The questions address issues such as how digital distribution affects marketing; whether marketing or production is more important to success; how ownership impacts product range; and the role of digital technologies in marketing and consuming media products.

1. 4. What significance does the continuing development of digital media
technology have for media institutions and audiences?
5. Discuss the issues raised by media ownership in the production and
exchange of media texts in your chosen media area
6. “Successful media products depend as much upon marketing and
distribution to a specific audience as they do upon good production
practices”. To what extent do you agree with this statement, in the
media area you have studied?
7. To what extent does digital distribution affect the marketing and
consumption of media products in the media area you have studied?
8. “Cross-media convergence and synergy are vital processes in the
successful marketing of media products to audiences.” To what extent
do you agree with this statement in relation to your chosen media
area?
9. Jan 2013 What impact does media ownership have upon the range of
products available to audiences in the media area you have studied?
10.June 2013 Evaluate the role of digital technologies in the marketing
and consumption of products in the media area you have studied