MEDIA CONVERGENCE1.WHAT IS MEDIA CONVERGENCE? DEFINITION:

Most theorists agree that in general terms convergence means coming together of two or more things, however a variety of different arguments have been put forward in an attempt to define what exactly is coming together (Grant and Wilkinson, 2009). On the one hand, convergence can be viewed as coming together of different equipment and tools for producing and distributing news (ibid.). Jenkins (2006:3), on the other hand, defines convergence as flow of content across multiple media platforms, suggesting that media audiences nowadays play a crucial role in creating and distributing content, and convergence therefore has to be examined in terms of social, as well as technological changes within the society. According to Jenkins, media convergence is an ongoing process that should not be viewed as a displacement of the old media, but rather as interaction between different media forms and platforms (Jenkins, 2006). Supporting this argument, Deuze cited in Erdal (2011) suggests that media convergence should be viewed as cooperation and collaboration between previously unconnected media forms and platforms. Burnett and Marshall cited in Grant and Wilkinson (2008:5) explain convergence as blending of the media, telecommunications and computer industries or, in other words, as the process of blurring the boundaries between different media platforms and uniting them into one digital form.What Is Media Convergence? The combination of new media and old media within a single piece of media work the coming together of different media products/technology. For example, video gaming using old media (television) to play games from new media technology in the form of a games console (e.g. Xbox, Playstation, etc.), rather than simply watching programmes or films. Another example, is using a mobile phone to listen to music, using the old media idea of personal music players, but applying it to the new media ideas of a mobile phone that incorporates multiple platforms of media technology. (explored more later on)

Importance of MEDIA CONVERGENCE IN MALAYSIA

Media convergence has proven to be a focal point in many countries, including Malaysia. In fact media convergence has changed the landscape in the way Malaysians read and seek information. To go one step further, ever since the 1990s when Malaysia had created an agenda for a national Internet platform, media convergence has changed the way Malaysian youth, especially Generation Y is looking at gaining knowledge and awareness.

EXAMPLE OF MEDIA CONVERGENCE IN MALAYSIA

Media Prima Berhad is a subsidiary media corporation that controls several television networks, newspaper, and radio stations and is linked to Malaysias ruling party UMNO. Media Prima controls English newspapers such as New Straits Times and Malay Mail, as well as Malay papers like the Berita Harian. This company is the biggest media group in Malaysia, owning roughly 54% of Malaysia television viewership and controlling a market share of approximately 29%. Television channels such as TV3, NTV7, 8TV, and many more, while radio stations for example Hot FM and Fly FM are owned by this company. Besides Media Prima, another media corporation is the Radio Televisyen Malaysia (RTM) who controls 17 % of the television audiences. The government owns RTM and operates a number of radio and television stations in Malaysia. RTM runs 8 national, 16 states, 7 district radio stations and two-television station at present. (Netto, A 2007)

The political parties and their investment companies control the major newspaper in Malaysia. The Utusan Melayu Group, which is owned by UMNO, publishes three Malay language dailies and has strong ties to former Prime Minister Mahathirs party. The major English newspaper, The Star and New Straits Times (NST) is also owned by the political parties. The Star which has a daily circulation of 302,658 and 310,950 on Sundays (The Star Online 2008) is owned by the MCA meanwhile the NST which has a daily of 2.542 million (NSTP 2007) in Peninsular Malaysia is owned by UMNO (Press Reference 2007). Besides The Star newspaper, MCA also controls four other significant media press companies Sin Chew Jit Poh, Nanyang Siang Pau, China Press, and Guang Ming Daily. Meanwhile, Tamil newspapers such as Malaysia Namban, Makkal Osai and Tamil Nesan are all owned by the MIC.

MEDIA CONVERGENCE: OPPORTUNITIES AND CHANLLENGES

Media convergence have become a vital element of life for many people. With the development of technology in different platforms and operations such as television, Internet and mobile communication, audiences have had both a bigger choice of media and a life which media technologies has made easier. However, one question needed to be asked whether or not media convergence bring opportunities and challenges to the industry and society itself.

On the one hand, in term of industry, with the development of technology, the cost of products and software was lowered. Instead of having different news crews for every medium, one converged media operation can use the same reporters and staff to produce stories for, television, telecommunication and Internet mediums. By combining each mediums resource, a converged operation can increase the quality of its product. As a result satisfaction of customer is increased, which leads to a larger audience. From the publics standpoint, the increased convenience of information provided by converged stories makes using the media a better experience.

Beside, in term of society especially, media convergence causes the fragmentation of audiences for news. Nowadays, people talk about not having enough time to everything they want in a day or doing more than one thing at one time. Convergence lead the media is more interactive and audience participation is encouraged. In addition, greater audience engagement can help to enhance the way people experience the media. Moreover, with the interactive World Wide Web, audiences are able to download and share music, video , photo via social networking and become media produce.

On the other hand, media convergence bring many challenges . Audiences complain about information overload and they can be overwhelmed and find it difficult. Furthermore, the rapidly changing of technology has obstructed audiences activities. People lack of skill to take full advantage of new media especially old people and disable. So will an audience so used to traditional forms of media embrace a new way of receiving information? In addition , media companies pursue audiences by greater benefit from maketing and advertising through cross-selling.

While the future of converged media seems very bright, its proprietors will have to ask themselves some questions: Will the new technology that is anticipated be as revolutionary as people expect? Will the investment in convergence be profitable enough in the short term, or in the long term? What competing technologies should be utilized in order to produce the best media? Will converged media be successful in a world marketplace?

Those are few of the many questions posed by the growing trend of media convergence.Conclusion

These multiple forms of media convergence are leading us toward a digital renaissance a period of transition and transformation that will affect all aspects of our lives.

Media convergence is sparking a range of social, political, economic and legal disputes because of conflicting goals of consumers, producers and gatekeepers. These contradictory forces are pushing towards cultural diversity, homogenization, commercialization and towards grassroots cultural production. Henry Jenkins

Media Convergence is what makes humans dependent on media. The convergence of media products/technology means that, in theory, we do not have to leave our homes as (almost) everything can be achieved at the touch of a button. The digital renaissance will be the best of times and the worst of times, but a new cultural order will emerge from it...What is Media Convergence? The term "media convergence" may not be as familiar as it should be. In today's information age, we are all surrounded by examples of converged media. Collaborations between consumer online services and broadcast media, like MEDIA PRIMA. ASTRO, have brought the Internet to television and vice versa. However, the implications of this trend go far beyond just repurposing the same material for different mediums. Convergence will eventually lead to the fusion of all forms of media, resulting in the creation of an entirely new medium. Today, it is already happening-between television, radio, print and the Internet. The state of media convergence is always evolving, but its best application likely will be with computers, utilizing the endless capabilities of the Internet.How is Convergence being done?The most obvious form of media convergence is the mega-meld between companies like Microsoft and NBC (mentioned above.) This collaboration and others like it (CNNSI) just scratch the surface of convergence's potential. Even before the advent of MTV in 1981, which combined elements of radio and television, companies were repurposing the same material for different mediums. A truer form of convergence is emerging at the local level. Television stations, radio stations and print publications within a market are working together to create websites that incorporate the advantages of each medium. A single story on a web page can be augmented with video clips, audio clips, relevant graphics and even links to related stories. Converged media sites can be a one-stop source for all aspects of a news story or event. National newspapers such as the New York Times and Washington Post have joined the trend, partnering with ABC and NBC respectively. Why Converge?Television, radio and print media have been bitter rivals for decades, with the Internet recently joining the battle. Besides an effort to add consumer service, these traditional enemies have combined for many reasons. Most importantly, convergence will allow media outlets to trim the bottom line. It will also increase the visibility of each organization to the public, a form of advertising. Ultimately, it is hoped that collaboration will give more credibility to all companies involved.PAGE 1