Thursday, November 07, 2002

Convergence Media
from Lisa Westley and Shooting Live Artists: What is convergence media?

Convergence media is a term given to the merging of digital technologies.
But what does that mean?

"You have to open your eyes, and your vision has to really encompass the whole picture. You really have to feel it; movies, television, DVD, internet. It's all the same thing, just different configurations. You are seeing this amazing combination of art and science growing and facilitating each other constantly. Nothing transcends content, but a lot of things couldn't happen if it hadn't been for the technological advances. It's an incredible landscape."
Quincy Jones

Over the last 10 years it is pretty safe to say that the internet has had a massive impact on the distribution of all forms of media; music, film, radio, news etc.
The World Wide Web - the most common path for this distribution - is only one aspect of convergence media as more applications, devices and platforms become available to receive all forms of media.

We've been promised a lot, probably too much too soon, but the era of mass broadcast through one or two platforms is over.

Convergence, an interesting looking journal on new media. It has issues back to 1995, but only abstracts of the articles are available online.

Convergence, media and marketing: Convergence defined from the user, and not from the technology, a refreshing view even if it is oriented towards marketing:
So what will this mean for marketers? First off, convergence of information means that the consumer is truly king. Twenty years ago, we witnessed a shift in the balance of power away from manufacturers and into the hands of retailers. This shift happened when overproduction became the norm and retailers maintained better connections with consumers. Now retailers have ceded control to the consumer.

From the Motion Picture and Television Industry Machine, by Mark Levey: Hollywood Meets Silicone Valley, a subjective view from the moving images production side.

No comments: