CROSS MEDIA CONVERGENCE AND

SYNERGY IN PRODUCTION DISTRIBUTION AND

MARKETINGRachael Sampson

That is one big title, and looks far more complex than it is. So what is ‘cross media convergence and synergy in distribution and marketing’? Well…It basically means when multiple types of media come together and create something for producing, distributing and marketing. For example, a film can be downloaded on a mobile device. The film company and mobile company have come together for distribution purposes.

There are two types of convergence, technological convergence and media convergence…

Technological Convergence

Technological convergence is how technology allows media texts to be produced and distributed on multiple media devices; In cinema, the move from film reel to digital film to be shown on ipads, phones etc, and occupying only a small amount of digital storage.Also, websites now allow scrolling and navigation around a webpage, not limited to a single page of space. Meaning more can be condensed onto a web page, advertisements for film etc.

Media Convergence

Media convergence is how media production companies use a variety of media to display their product. Magazine companies now have print versions, web versions and facebook/twitter pages. Cross media convergence is usually possible because of technological convergence. (working together to promote/distribute/market)

In Conclusion

Overall, convergence is technologies coming together, e.g download and watch films from your mobile device. It is also media industries diversifying so they distribute across several medias – newspapers with online versions and audio podcasts. They no longer exist separately.