Digital technologies have developed rapidly, transforming how people access and use the internet through smartphones and social media. This has generated opportunities for collaboration between industries. Planning and developing products is now easier using digital tools like Google Drive for sharing documents. Marketing campaigns can reach wider audiences across multiple online platforms and channels. Changes in converging technologies have increased diversity in planning, production, and post-production workflows, which can now be more efficient and distributed through various access points like social media, streaming, and e-commerce sites.

1. Analyse the developments within digital
technologies and the opportunities generated
from the relationships they have created
between industries
By Sarah Broughton

2. What are the developments within digital technologies?
The developments within digital technology show no sign of slowing down
however going back to 1990 when only 0.05% of people in the world were using
the internet to now where the internet is an integral part of our everyday lives,
shows the huge development in digital technology.
We rely heavily on smart phones everyday and they have multi uses for
everyone whether this be simply just using it to stay in contact with family &
friends or run a business the smart phone is a vital part of our everyday lives. In
1994 the first smart phone was released, it supported calls, emails and fax.
From this we can see how much the smart phone has developed, in 2007 the
first iPhone was released this really exploded the usage of smart phones as it
was seen as such a revolutionary development in digital technology offering
features like no other.

3. What are the developments within digital technologies?
Another key development within digital technology
was the start of the social media age, in 1997
there was the launch of the first modern social
media site called 'Six Degrees' however by 2004
Facebook was launched and the new age of social
media began. Social media is the most used
platform on the internet due to it not only
connecting people but also offering business
opportunities and other features such as games,
videos, video calling and much more.
Since the launch of Facebook in 2004, there have
been plenty more social networks launched such
as Instagram, Twitter, Whatsapp and Snapchat as
more and more people continuing using social
media and its new forms, the older generation are
starting to use it as well due to it being so widely
used among younger people.

4. How are these digital technology developments used to
support product planning and development?
Digital technology is widely used when planning and developing a product,
traditionally concept documentation and ideas would be kept in a file and
usually be handwritten documents, now with the evolution of digital
technology documents can be shared at ease online via platforms such as
Google Drive which is a system that allows for files to be uploaded and
shared with people, if the documents are confidential it will also allow for
password protection which is key for the planning and development of new
products as you don't want your ideas to be stolen.
Another way digital technology is used to support product development and
planning is by the hi tech and accurate data that digital technology can
supply, for example Google Analytics is a system that tracks and reports
website traffic, this is good for businesses as they can see who their
audience are and tailor their products towards them.

5. How are these digital technology developments used to
support product planning and development?
Digital technology development has made product planning and
development easy due to how accessible and portable technology has
become, for example if a company were going to pitch their idea to a client
they would bring their own laptops and hard drives with all the relevant
documents they needed, which makes life ten times easier than having to
transport loads of paper documents.
Lastly, digital technology has also helped support product planning and
development in terms of marketing and distribution, it is now so easy to
reach out to an intended target audience through the likes of social media
and other marketing strategies all achieved by the growth of technology.
Product adverts etc can be distributed among lots of platforms where as
traditionally there was a limited amount of ways of which you could advertise
a product but with the digital age there are so many different platforms and
channels to advertise and sell a product.

6. What are the opportunities they generate between media
industries?
The real-time conversations brands have with people as they interact with
websites and mobile apps has changed the nature of opportunities
generated between media industries. With it now being so easy to
communicate with other businesses via the internet it creates endless
opportunities among businesses and people, one good example of this is
how a blogger will showcase themselves through their social media making
it possible for any company to see and then get in contact with. One platform
bloggers use is Instagram as they can have their email linked in their bio
which means companies can email straight away asking if they can work
with them to sell or promote their product.

7. What are the opportunities they generate between media
industries?
Developments within digital technology have meant
companies have such great opportunities for becoming
successful due to their being a new marketing approach.
The reach of marketing campaigns has also increased
greatly this is because of so many different ways that
customers access media, whether through Facebook,
YouTube, news websites, via mobile or tablet apps,
meaning a strong idea can quickly gain huge scale.
Because of all of the platforms and channels it's so easy
to get product noticed if the marketing ideas are strong,
this gives great opportunities to businesses due to wide
customer reach which then results to wide customer
sales.
It's also very easy to notice other businesses doing well
on the internet which causes communication between
businesses for advertising opportunities, sponsorships
etc.

8. What are the changes in terms of diversity and convergence
in technologies in terms of planning, proposed production
requirements and post production?
Due to the changes in diversity and convergence in
technologies planning, proposed production and post
production have become easier through the use of different
products, software and technology.
When planning you now have to think more carefully about
what the product will be available on, if its a media product will
it be available on an app, a website, TV, smart phones and if
so what platforms e.g. will it work on IOS devices?. There's
much more to think about now due to the diversity and
changes, also considering if the product will be able to
distributed on converging media product for example if you
are creating an app will it be available on Smart TV's?
Planning documentation can also be easily distributed and
shared to clients through technology, IOS devices have air
drop which is a feature where you can instantly share a
document with another IOS user.

9. What are the changes in terms of diversity and convergence
in technologies in terms of planning, proposed production
requirements and post production?
Production for products has been changed due to the diversity and
convergence of technologies, for example technology is always developing
and getting better this applies for both technology products e.g. camera's
and also software products e.g. 3D animation programs. With all the latest
and best technology at our finger tips production processes can be achieved
more efficiently and quickly, let's take animation for example, before 3D
animation software came out animators relied on Stop Motion animation
which took a lot of time and concentration where as now with the
convergence of technology stop motion computer software has been
developed where animators can put together all their frames and images
and the software will put them together for them.

10. What are the changes in terms of diversity and convergence
in technologies in terms of planning, proposed production
requirements and post production?
Post production approaches have become more diverse due to changing
technology, one example of this is through distribution, it is now quicker and
easier than ever to distribute a product for example a music video. A music
video can be uploaded straight onto YouTube making it available for
watching on phones, tablets, iPads, laptops etc.
Due to the convergence in technology there are now apps that can edit
videos for you at ease for example iMovie, iMovie is a video editing suite app
that is available on Macs and IOS devices. iMovie is a simple and easy to
use editing suite allowing users to upload and distribute their videos after
editing straight onto the main platforms such as YouTube, Instagram and
Facebook.

11. What are the ways audiences could access proposed
products?
The development of digital technology has allowed for different platforms
and channels that products can be accessed by. Here are some;
● Social Media (Facebook, Instagram, Twitter)
● Video streaming sites (Netflix, Amazon Prime)
● Music streaming sites (Spotify, SoundCloud)
● e-commerce corporations (ebay, Amazon)
● Display advertising (ads tailored for the audience)
All of these platforms and channels are different ways a product could be
advertised on or sold on, there are plenty more. These channels and
platforms are all very accessible and are available across all devices
meaning anyone can use them who owns a laptop, phone, tablet etc.