Zusammenfassung der Ressource
Convergence´s Fundamental Question
- Exist an important dichotomy that must be resolved
- For business model
- Convergence is attractive because journalists be able
to produce more news with less money. This means
that the media organization should cut cost and
increased productivity.
- For Journalism
- Convergence offer a chance to do a good
job by giving to the reporters the tools to
tell stories in appropriate way.
- For both is important the
convergence, because it satisfies
consumer demands and
lifestyles.
- Convergence
- Have many definitions
- Paul Horrocks, editor of the
Manchester Evening News
- "Saw convergence as a chance to deliver
news and information to consumers in a
ner and differente way".
- An Swedish delegate
- "Convergence had
everything to do with
mindset".
- Have many intepretations
- In some parts of the world
- Convergence involves reporter who is
a specialist in a particular area.
- For example
- Spain
- A reporter at Marca, specializes in
writing not about football, but only
about Real Madrid team.
- He writes for all forms of
media and is recognize as an
authority in that subject.
- United State Of America
- This process is more like to
involve newspaper with a local
television channel
- This have to be a win - win situation
to be successful.
- Rich Gordon, identified five forms of
convergence
- Ownership convergence
- Applies to de partnership between print and television.
They share information and content.
- Tactical convergence
- Do not require common ownership. That means that is not a
colaboration, is a business arrangement.
- Structural convergence
- Is when media companies re-organize the
newsroom and introduce new positions.
- Information-gathering convergence
- Is in a journalism leven. It ocurrs when media
companies require reporters to be multi-skilled.
- Storytelling convergence
- It operate at the level of the working journalist. Every new offers innovative
ways to tell stories.
- The business ideal
- See multiple-plataform
- As a way to increase pproductivity.
- Presents major opportunities to sell
multiple-media adversting compaigns
- Concept "Co-operation"
- Is the union of the words competition and
co-operation, and represents a new form of business
where organization that originally were competitors
work together.
- The Journalistic ideal
- If the journalistic values
prevalied in the move to
multi-plataform journalisum,
quality would improve.
- The quality of content
generated by quality
staff, will be what
difference a great news
organization from a
mediocre organization.
- ¿What is Driving Convergence?
- There are two factors
- Changing acttitudes & Lifestyles
of new consumers
- A research report by BIGresearch of
Columbus found that half of the consumers
used multiple media simultaneously
- The study found that women were more likely than
men to consume multiple media channels at the
same time.
- 67% of the women reported
regularly watching tv when they go
online
- 59% of the men did the same.
- Market fragmentation
- The World Wide Web has
introduced another competitor for
advertising.
- The web produce more niche
market.
- Media managers want to
control and protect their
audiences.
- Barries to convergence
- There a lot of barries, but they depend on the
country and on the legislation to create a media
organization.
- For the Professor James Gentry, of the
University of Kansas, they exist " easy"
and " difficult" factors to introduce the
convergence.
- Factors helping " easy" convergence, included:
- Leadersgip
- The same
owner
- A flexible culture
- Previous relationship between
potential partners and no
unions.
- Co-location of media
outlets
- Factor helping " difficult" convergence, included:
- The organization has different owners.
- Other leadership priorities
- Multiple managers
- Disparate locations and the
presence of unions.
- Evolution of Convergence Around the World
- In south East Asia
- Kuala Lumpur
- Media company: Utusan
- Thailand
- Media company: The Nation Group
- South Korea
- Media company: Maeil Business Group
- In Europe
- Germany
- Bertelsmann Group
- Is the pioneer in this country.
- Spain
- Marca Group
- Capture de 67% of the daily sport market with a combination of daily newspaper.
- The Scandinavian
- Sweden
- Aftonbladet
- Norway´s
- Aftenposten
- In the Middle East
- Strategic alliance and merger within
The Arabian Media.
- Beirut
- The Lebanese Broadcasting
Corporation and the London- based
newspaper Al- Hayat.