What is technological convergence?
This describes the way in which different technologies have come together in recent years.
The boundaries begin to blur...
For example new links between different media platforms have been made.
Two recent examples:
- spin-offs that are produced but are only available on the programmes website, e.g. Being Human.
- character blog updates on programmes website, that give more depth and detail to story, e.g. Sherlock Holmes.
Audience Perception
Audiences no longer perceive media platforms as separate, due to technological convergence. For example, the internet is TV and music to some consumers.
Web 2.0
This is how the internet has changed to what it is now capable of, e.g. streaming videos, music players, transactions, interactive features, uploads and downloads etc. This means that record labels can promote and distribute music directly.
Technological convergence means easy access, therefore:
- TV and music are converging to increase sales, e.g. Brittania High, Glee, X Factor - this illustrates the way in which synergy is supported by convergence.
- Music/Internet convergence - streaming and downloading, e.g. Spotify, We7, Vevo etc.
What does convergence do?
- narrows the gap between producer and audience
- allows instant access to audience
- opens up opportunities for any artist to promote their work
- offers free distribution - digital music does not need to be physically copied, packaged or transported
- allows audiences to steal music
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