television broadcasting page 4
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TRANSCRIPT
- 1. Convergence
And its impact on television broadcasting
2. Podcast - Convergence
A summary of the impact of convergence theory on television
broadcasting
For the Podcast part 2: Political Economy audio click the
corresponding link below
3. The Influence of Convergence
A conventional description of contemporary convergence culture
would refer quite generally to the increasing adaptability of
content towards multiple media platforms and the co-operation
between the numerous media sectors. In relation specifically to the
media branch of television, convergence culture takes on a whole
new meaning. Convergence culture in relation to the television
industry, as stated by the theorist H. Jenkins, now refers more
significantly to the migratory behaviors of media audiences who
will go almost anywhere in search of the kinds of entertainment
experiences they want (2006, pg. 2). Television is now completely
immersed in a convergence culture where, despite demand remaining
high and media platforms becoming more diverse, networks are in a
constant battle to sustain good ratings.
The television industry itself has entered into an era of prolonged
transition and transformation (Jenkins, 2006, pg. 3) in which
networks have begun racing to develop new ways of winning over
their fragmented audience and dominant the new platforms available.
The merging of television and online/mobile technologies has opened
up new commercial opportunities that have forced television
producers to adapt their television products to not only utilize
this technology but also adapt their content to appeal to these new
users.
4. Because of this needed technological adaption television itself
has seen many new developments. One new form of television, which
has been developed specifically due to modern convergence culture,
is the various audience participation segments. Audience members
are being invited by producers to use online and mobile
technologies to become interactive with television shows and make
comments, begin discussions, and even decide the outcome of
television programs. Examples of this include various reality
vote-in shows and also the introduction of live twitter feeds on
shows such as Q&A. This participatory culture has helped to
demand the full attention of viewers and hence has captured a sense
of audience loyalty, which is unattainable in other formats.
5. Interview relating to impact of Convergence
Is the increasing popularity of other mediums to access television
a consideration when developing a new project?
How do you feel that changing technology will effect television?
And what do you think is televisions greatest hurdle in regards to
these changes?
For the audio answer click the Question 1 link below
For the audio answer click the Question 2 link below
6. Interview continued
How does the media giants hold over television effect
creativity?
7. Annotated References
Jenkins, H. 2006, Convergence Culture: Where Old and New Media
Collide, New York University Press, New York/London
This text is crucial in understanding the impact of convergence
culture on the contemporary television broadcast industry.Jenkins
argues that convergence is forcing the television industry into a
period of transition in which networks and producers must race to
capture new markets, embrace new technology and appeal to a new
migratory audience base.
Nightingale, V. A. 2007, New Media Worlds: challenges for
convergence, Oxford University Press, Oxford/South Melbourne,
Vic.
This text is really useful in regards to understanding our modern
communicative world, the technology that inspires it and the
digital natives that inhabit it. Nightingale looks at the new
platforms and how industries such as television have the advantage
of reaching new audiences but at the same time are faced with
challenges in regard to issues such as the growing digital
divide.
8. Murphy, S. C. c2011, How Television Invented New Media, Rutgers
University Press, New Brunswick, N.J.
This text looks at the extent of the influence of television in our
new convergent society. Murphy discusses how television has
contributed to the exponential growth of convergence and remained a
key player amongst the modern media giants. Murphy also discusses
how television has now had to shift its focus towards catering for
the internet and online audiences.