“Convergence can be defined as the dynamic approach or partial integration of different communication and information-based market applications. A further aspect of convergence is that it brings out integrated multimedia products and services that render possible the satisfaction of additional and multiple consumer preferences.”
As the internet breaks all distance boundaries in communication, most media organisations have become part of this network, whereby convergence between broadcast, print and online news is the norm, meaning consumers have access to voice, print and video from anywhere at any time.
There are obvious negatives to this type of media convergence, which I discussed in my last blog post. However there are definite positives as well; media convergence leaves room for many technologies to co-exist. Whilst there has been much hype about the so called ‘death of the newspaper’ and major ratings losses for broadcast providers, these mediums do still exist and probably won’t ever be replaced whilst democracy and choice exist.
There are people embracing online content to the point they feel they don’t need other mediums to gather news content, however there will always be people who choose to read the newspaper, watch television news, listen to a radio bulletin, because these mediums are more convenient for them (journalists included). Networking just allows media organisations to meet a broader audience in a variety of ways.
