Convergence and Synergy

Synergy = companies working together at a mutual benefit but remaining separate.

Institutional Convergence = when companies merge together. Technological and Cross Media Convergence = convergence can be in production, distribution and exhibition (films via the web; piracy), or

marketing (using social networking sites/ websites for promotion)

In the film industry the number of platforms where you can view films is proliferating all the time; audiences can also watch films in a variety of ways

WHEN THEY WANT TO. You can use digital technology to download a film or TV programme onto your mobile phone, laptop, I-Pad or PC; you can watch it on your flat-screen TV; you can also connect your HD TV to the Internet and watch the film on You Tube; of course, you can see the film on Blue Ray or

ordinary DVDs; some might prefer to watch the film on Playstation or X Box; you could, perhaps, download it on Pirate Bay or other sites and consume it at

a time that suits you. Of course the latter is illegal. But is this not how many students get their music these days?

Some things to Consider

1. How do audiences consume films? Why do audiences consume films? How are audiences targeted? How active/ passive are film audiences?

2. What impact does the ownership of a media institution have on the products it creates and on the relationship with the audience?

3. How do media institutions work together to reach audiences? Give examples from your case studies.

4. How have technologies affected the processes of production/ distribution/ marketing/ exhibition?

5. What impact have digital cameras/ digital editing/ CGI/ the online age had on the film industry? Give examples.

6. What is the effect in the increased availability of media technologies? What is the effect of the increase in the amount of film available?

7. What are the effects of technologies coming together in one device? (e.g. mobile phones with video)

8. How do your own experiences of media consumption illustrate wider patterns and trends of audience behaviour?

9. How do international film production companies target British/ specific audiences? 10. How do you think institutions will use technological convergence to reduce the

impact of piracy?