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TOPIC

“Hyper Commercialism and Digital

Convergence”

Hyper Commercialism

Hyper-commercialism is when a television show or movie sells an advertisement built right into the show or scene of the film. Television shows already include advertisements in a certain scene.

Examples of Hyper Commercialism

Inaam Ghar Banner ads on websites

Coke Studio Ramzan Transmission

Impact of hyper commercialism

Hyper commercialism is the tendency of children’s media to turn anything and everything into a product.

“Increased advertisement exposure has been linked to parent-child conflict, development of materialistic attitudes, obesity, eating disorders, and general unhappiness”

(Nairn)

Disadvantages

Content of the program is sacrificedIntegrity of programs is decreasedAudience becomes the featured commodity Frustrates the advertisers because their

actual messages are most likely to get lost.Annoys the viewers.

Theory

Cultivation theory is being applied on Hyper Commercialism.

The continuous coverage of different brands will cultivate the perception in audience’s minds and the audience will in turn be attracted towards its purchase.

Digital Convergence

Digital convergence:The ability to view the same

multimedia content from different types of devices.

 Information Technologies, Telecommunication, Consumer Electronics, and Entertainment are converged into one conglomerate.

Evolution and background

Convergence came about twenty-five years ago.

Nicholas Negroponte - a technologist and founder of MIT’s Media Lab is known to be one of the pioneers of digital convergence.

Evolution and background

The growing overlap of computing and telecommunications was described by Anthony Oettinger as “compunications”. (Oettinger, Berman, and Read, 1977)

Convergence refers to

Phases

Phase 1:bulky contents, success of VCR, pager, fax machine, cell phones people more willing to accept new devices

that resulted from digital convergence. Phase 2: e-mail, streaming media, internet

broadcasts, online shopping, instant messaging, internet phone calls.

faxes through the computers, radio via internet.

Examples

Video Conferencing Applications platform

Apple I-cloud

Advantages

Simplify processes through mobile-enabled forms.

Provide updates on all issues.

Maximize productivity by being less time consuming.

Provide mobile-enabled business intelligence that can help improve sales effectiveness through better insights.

Types of Convergence

Convergence in substitutes:customers consider both products

to be interchangeable with each other.

Example, a company merges a monitor,

keyboard, central processing unit, and a telephone to form a complete communication system.

Types of Convergence

Convergence in Complements: when both products work better

and more efficiently together than separately.

Example, the large scale online databases

today are a combination of two distinct former technologies; advanced online transaction computing technology and data compression methods for telecommunication.

Conclusion

Next generation of users are demanding more interactivity on TV.

As a result of digital convergence: a complex environment would be

formed telecom companies are gearing up to

provide broadcasting and data services.

Thank You