Converging Digital Technology in the Creative Media Sector

Rachel HeyesThe Manchester College

What is Converging Digital Technology?

Convergence in the context of media refers to the technology driven unification of different media channels

Different media channels are consumed through one technological outlet

Historically For many years different media were clearly separated: broadcast TV,

broadcast radio, newspapers, books, video and film, recorded music etc.

ChangesThe internet and other

digital methods of distribution have changed this.

The Media Iceberg

Examples

A digital connection or physical medium can carry any type of content.

Video can be distributed on a mobile phone network or music over the internet.

What does this mean?

This not only means that different types of media are converging, but also that media and telecoms are converging.

Converging MediaWatch and make noteshttp://

www.youtube.com/view_play_list?p=F5DC6CE0E17B3C3A

What is converging media?

Re-Packaging MediaIn addition to convergence at the distribution level

there are areas in which the same content can be re-packaged across media.

For example, computer games and films use the same content in different ways.

This also creates powerful marketing synergies.

New Technology Convergence is part of a much broader change in the media that is

being brought about by new technology.

Although this has not happened as fast or as profitably as many hoped during the dotcom boom, changes are nonetheless happening.

Investment

From an investment point of view the key consequence is the potential impact of the change on established media companies revenue streams.

Class TaskThe sectors for this assignment are:

Photography Web Authoring/Interactive Media Digital Graphics/Animation Audio/Radio Video/Television Computer Games

1. List all of the current uses of converging digital technology within your sector

2. Each group should reflect upon a sector and feedback to the class

What are the implications of converging technology on the

workforce?

Implications Multi-skilling

Competition

Pace of change

Employment

Education and Training

Multi-tasking

Media Work - Mark Deuze (2007)

“Media professionals face tough choices. Boundaries are drawn and erased:

between commerce and creativity, between individualism and teamwork,

between security and independence. Digital media supercharge these

dilemmas, as industries merge and media converge, as audiences become

co-creators of content online. The media industries are the pioneers of the

digital age”

Class Task1. Multi-skilling

2. Competition

3. Pace of change

4. Employment

5. Education and Training

6. Multi-tasking

Find an example of each category within a specific media industry

Photography

Web Authoring/Interactive Media

Digital Graphics/Animation

Audio/Radio

Video/Television

Computer Games

Assignment – Impact ReportExplain what is meant by ‘converging technology’.

• Explain and give examples

Explain the impact of converging technology on the workforce within a specific creative media industry. • Explain and give examples such as VoIP, website content,

increased competition and impact on employment