How is convergence changing the nature of an audience?

How is convergence changing the nature of an audience?

In media convergence means two things, a) technologies coming together, for instance a mobile phone can be used as a camera for still and moving images, as an mp3 player and to access the internet to either download or watch films and b) Where media industries diversify so that they are able to produce and distribute across several media paths, for example a newspaper with an online version and audio podcast and video casts or films coming together with computer games. These particular media industries have formed tactical alliances in order to build up new business models which can profit from the growing consumer prospect for on demand content.

Some industries believe that media convergence is a way of marking the ‘old media’ of print and broadcasting whilst the increase in ‘new media’ is associated with digital publishing. However, many changes associated with digital publishing are the rise in a publishing structure, which allows many distributions of content to be released. Other factors which are related to media convergence are ‘push and pull technologies,’ push technologies describes a style of internet based communication where the request for a transaction is initiated by a publisher. On the other hand, pull technologies is when the request for a transmission of information and content is initiated by either a receiver or client.

Convergence is beginning to the change the nature of an audience due to the fact that there is a change in technology. It is exceptionally important to know the size of your audience and their levels of consumption. For instance, how often they watch television or browse on internet sites to watch videos and films. Statistics claim that 43% of Britain’s are now starting to watch less television as a result of having access to online videos and films which can either be watched online or downloaded. Is has been said that new media platforms are slowly changing the nature of an audience, illustrating that customers and buyers are now becoming part of a group known as “tribes,” where either groups of people or individuals share general interests with one another that bring them closer together. A journalist declared that sooner or later the next phase of social networking and content sites will suddenly emerge into virtual networks. A variety of entertainment companies have both won and lost when betting on new media platforms, they were either small or inexpensive or they were going to pay a huge amount of money for ones which would end up falling apart.