convergence

 Digital convergence
It is the combination of two or more different technologies in a single device to perform simmilar tasks. is unites devices systems and people.  e.g. smart phone 
Media technologies coming together and performing similar tasks
¨Hardware’s capability to do more than before
eg: phones to make phone calls, sends texts, emails, take pictures, access to the internet, listen to music, produce films, distribute
15,000 songs in your pocket, 60 days of continual music while awake
2001

23.4% of homes time-shifting 60% of TV content (2001)

A search bar as the entry point to the internet (1998)

free phone calls globally (2003)

2012
Going to the video shop to get “the movies”, not just one but all of them and only paying for those you watch
No scheduled TV channels, watch what you want, when you want to.

The internet developing from mainly text content to a full multi-media experience

Telco’s becoming true media organisations

People earning a living online in Virtual communities

You consume media through your smartphone through apps such as gaming or streaming apps such as neflix 
you produce media through using apps and the camera and microphone on the smart phone 

The features on the phone link to film and TV as you can watch films - News as you can read the news - play games 

¨Production - use of apps such as photoshop 

¨Distribution - posting on social media 
¨Marketing - post on social media and promote across all different platforms available on the one device 
¨Consumption - people can use things such as youtube to watch and acess media such as videos 

¨Immediacy: The speed at which audiences can consume digital media products.
¨Access: The restrictions (or lack thereof) put on digital media products.
¨Convenience: The ease at which a product can be accessed. This can include whether or not 
a digital media product is free, cheap, global, national, local, user friendly, etc.
¨Portability: The flexibility and movement associated with a digital product (i.e. can 
the product be carried around with the user in their handbag, etc.?)
¨Connectivity: The extent to which a product allows users to be linked to the ‘global village’, 
or to be part of a digital community, social network, virtual reality, etc.
¨Interactivity: The ways in which producers/a product and a consumers work together. This 
includes the level of control the consumer has over the product, whether or not users can 
generate original content, the use of web-links, uploads/downloads, texting, e-mailing, or ‘red 
button’ functions  to bring the consumer closer to the product.
¨Personalisation: The ways in which the product can be made personal to the consumer. This 
could be done through logging/signing in, adapting interfaces, font features or music playlists.

Digital technologies are changing the ways in which advertising and marketing, films, 
television shows and games are being produced, distributed and consumed.

For example: The old 35mm films will end up in museums with cheaper digital downloads 
offering an immersive experience far greater than before on new digital screens in 
multiplexes.

New audiences are being created due to the new 3D format 

The same is happening across all 
platforms of media.  Take for 
example a digital SLR – once only
 used by only professionals – now 
you can buy one in Marks and
 Spencer.  Software is the same, 
HD 
content can now be edited on your 
home PC (which should be a mac) 
using off the shelf software. 
¨What it means is that the content
 that people share across the fast 
networks for other to watch when
 they want can be great quality
 (obviously from a technology 
viewpoint – not from an artistic)

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