A prosumer is a person who combines the roles of producer and consumer by creating and sharing content online through activities like social media. Developments in technology have given consumers tools to become prosumers by making cameras, microphones and other equipment widely available. Proliferation of hardware and online content refers to their rapid growth in media. This benefits producers by allowing on-demand viewing and mobile access to content, easier online promotion through websites and apps, and viral marketing through YouTube. However, it also makes piracy easier and allows negative opinions to spread quickly. Producers promote and distribute content through converged platforms like apps, games, websites, social media and soundtracks to engage audiences and promote films.

1. Technology task 3
By Catherine May

2. What is a Prosumer?
 A prosumer is a person in post-industrial society who
combines the economic roles of producer and
consumer.
 Throughout activities such as uploading photos and
videos, creating profiles and sharing content via
social media sites, online users have turned
themselves from a consumer to a prosumer.
 Developments in the internet and social media, and
also technology such as expert cameras,
microphones and equipment becoming available to
the general public have developed individuals into
prosumers.
 It isn’t too costly; it is time efficient and generates
satisfaction.

4. Proliferation of
Hardware and
Content
Proliferation of Hardware and content means the rapid
growth of these two things in media.

5. Benefits of Proliferation of Hardware and
content
 Can watch films on demand due to advances in internet
technology providing us with “Netflix” and “Love Film”
 Media can be filmed/downloaded onto portable devices
such as phones, iPods and tablets, allowing the audience
to have the ability to watch a film whenever they want.
 Online marketing can be achieved meaning promotion is
more effective and simplistic
 Office websites, profiles and blogs can be used to inform
the consumer of any new films or products being
released.
 Apps can be created in order for the audience to remain
interested and in participation with a film and its
franchise.
 YouTube means that trailers and tasters are available to
preview at every time and share it with friends, making
word-of-mouth promotion much easier and more
simplistic

6. Disadvantages of the proliferation of
hardware and content
 Developments in cameras and recording technology
make piracy easier to attain, and advancements in
the internet allow pirated media to be distributed with
extreme ease, meaning people can watch films for
free at home before it’s even left the cinema.
 Social networking sites allow negative opinions and
bad word-of-mouth opinions to spread quickly
 Advances in the internet allow negative publicity to
spread quickly

7. How are producers using converged content
in order to promote and distribute content?
 Producers can create apps for handheld devices such as
iPods, tablets and phones in order for consumers to
become more involved with the film’s franchise and
create interest, in order to promote it. An example of this
is the film “Frozen” had an app which ranked number two
in the app store on iTunes for weeks.
 Computer and Video games can also be used in a similar
way in order to promote a film and its franchise.
 The internet allows producers to create official websites
for films, social networking profiles and blogs in order for
fans and potential customers to follow information of the
film and to promote in on a larger scale.
 Trailers and previews can be posted and shared on sites
such as YouTube in order to promote the film.

8. How are producers using converged content
in order to promote and distribute content?
 Soundtracks of films can also be used in order to
promote the film and create awareness of it. An
example of this is the “Frozen” soundtrack which
stayed at number one on the iTunes top twenty
consecutively for weeks.
 Allows the film to be distributed in several
different ways such as DVD, Blu Ray, 3D or Love
Stream.