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•Synergy
•TechnologicalConvergence
•Cross Media Convergence
 Media convergence, in reality, is more than just a shift in
technology. It alters relationships between industries,
technologies, audiences, genres and markets. Media convergence
changes the rationality media industries operate in, and the way
that media consumers process news and entertainment. Media
convergence is essentially a process and not an outcome, so no
single black box controls the flow of media. With proliferation of
different media channels and increasing portability of new
telecommunications and computing technologies, we have
entered into an era where media constantly surrounds us.
 Media convergence requires that media companies rethink
existing assumptions about media from the consumer's point of
view, as these affect marketing and programming decisions.
Media producers must respond to newly empowered consumers.
 “Hardware and software coming together across
media, and companies coming together across similar
boundaries.This makes the distinction between
different types of media and different industries
increasingly dubious.”
Media institutions are now delivering their products
on more than one media channel. For example in my
selected movie,WorldWar Z, not only was it launched
on the big screen (theater), but also in the home
theatre. Online purchases were made available, the
movie was watchable through DVD’z, Blu-Rays etc.
 “The trend for different technologies for the
deliverance of content to start to resemble one
another.”
For example, television sets will increasingly resemble
computer and computers will increasingly resemble
televisions. Both will be used to download movies,
pictures etc. Hence, distinction between separate
technologies are likely to be erased.
Such convergence is made possible as a result of
evolution in digital technology.
A major institute like Skydance productions will have a lot of
money so they can use the new technologies to their
advantage, there for:
 They advertised more e.g. Billboards, background scene
of webs etc.
 They promoted their films by making games based on
their movie.
 It was sold in a number of different levels such as DVD,
Blue Ray, 3D etc.
 By selling their films on Blue Ray, it shows that the film
can be bought in high quality so people would buy them
more.
Their aim to gain more profit usingTechnology Convergence
to their advantage.
However, new the technology convergence
could be beneficial for institutions but there are
some drawbacks:
 It is found to be more expensive.
 There is a chance of losing profit if movie is a
flop.
 No guarantees to if the customer will buy
more just for better quality.
 There are cheaper alternatives for people to
make their own media work.
 Media Synergy is the way in which different
elements of a media conglomerate work
together to promote linked products across
different media.
For example in my selected film,WorldWar Z,
there was a media synergy of film/
soundtrack/ phone/ game this means the film
promoted the sound track, promoted the
phone promoted the game.
SoundTrack

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Synergy and Convergence

  • 2.  Media convergence, in reality, is more than just a shift in technology. It alters relationships between industries, technologies, audiences, genres and markets. Media convergence changes the rationality media industries operate in, and the way that media consumers process news and entertainment. Media convergence is essentially a process and not an outcome, so no single black box controls the flow of media. With proliferation of different media channels and increasing portability of new telecommunications and computing technologies, we have entered into an era where media constantly surrounds us.  Media convergence requires that media companies rethink existing assumptions about media from the consumer's point of view, as these affect marketing and programming decisions. Media producers must respond to newly empowered consumers.
  • 3.
  • 4.  “Hardware and software coming together across media, and companies coming together across similar boundaries.This makes the distinction between different types of media and different industries increasingly dubious.” Media institutions are now delivering their products on more than one media channel. For example in my selected movie,WorldWar Z, not only was it launched on the big screen (theater), but also in the home theatre. Online purchases were made available, the movie was watchable through DVD’z, Blu-Rays etc.
  • 5.  “The trend for different technologies for the deliverance of content to start to resemble one another.” For example, television sets will increasingly resemble computer and computers will increasingly resemble televisions. Both will be used to download movies, pictures etc. Hence, distinction between separate technologies are likely to be erased. Such convergence is made possible as a result of evolution in digital technology.
  • 6. A major institute like Skydance productions will have a lot of money so they can use the new technologies to their advantage, there for:  They advertised more e.g. Billboards, background scene of webs etc.  They promoted their films by making games based on their movie.  It was sold in a number of different levels such as DVD, Blue Ray, 3D etc.  By selling their films on Blue Ray, it shows that the film can be bought in high quality so people would buy them more. Their aim to gain more profit usingTechnology Convergence to their advantage.
  • 7. However, new the technology convergence could be beneficial for institutions but there are some drawbacks:  It is found to be more expensive.  There is a chance of losing profit if movie is a flop.  No guarantees to if the customer will buy more just for better quality.  There are cheaper alternatives for people to make their own media work.
  • 8.  Media Synergy is the way in which different elements of a media conglomerate work together to promote linked products across different media. For example in my selected film,WorldWar Z, there was a media synergy of film/ soundtrack/ phone/ game this means the film promoted the sound track, promoted the phone promoted the game.