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Media Convergence

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The digital age is driving the convergence of devices and media. Convergence isn’t just a techie thing, but a fundamental change in the way we (1) create, (2) distribute and (3) consume media. At the M&G Online we have been more active in exploring the third form of convergence: READER POWER.

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Media Convergence

  1. 1. Convergence in the media <ul><li>Matthew Buckland, GM: New Media </li></ul><ul><li>www.mg.co.za </li></ul><ul><li>www.matthewbuckland.com </li></ul><ul><li>[email_address] </li></ul>
  2. 2. Weekly paper Daily website
  3. 3. m.mg.co.za www.mg.co.za/podcast
  4. 5. Convergence means many things <ul><li>1 Creation ( Multi-media stories; print-online; production) </li></ul><ul><li>2 Distribution (Cellphones; multiple platforms) </li></ul><ul><li>3 Consumption (Blurring between reader & publisher) </li></ul>
  5. 6. <ul><li>“… where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways.&quot; </li></ul><ul><li>Henry Jenkins, author “ Convergence culture ” </li></ul>
  6. 7. #1 Integration @ M&G… <ul><li>Online a separate business: value of focus & specialisation </li></ul><ul><li>Separate online editor, subs, journos, even sales staff </li></ul><ul><li>Create drive and “online culture” </li></ul><ul><li>Degree of competition between online & print is healthy </li></ul>
  7. 8. Weekly vs daily… <ul><li>Different cultures, deadlines, type of content </li></ul><ul><li>Economies of scale different to daily </li></ul><ul><li>No immediate plans to push into multimedia </li></ul><ul><li>Strong focus on social media platforms to attract audience </li></ul>
  8. 9. Weekly vs daily… <ul><li>Problems: Communication, “us” vs “them”, lack of synergy </li></ul><ul><li>Solutions: Build bridges via forums, meetings, print journalists more involved in website </li></ul><ul><li>Now: Convergence an ideal, slow & cautious approach; multimedia the driver for convergence push </li></ul>
  9. 10. #3 Reader power… <ul><li>Readers elevated from letters pages to micro-publishers </li></ul><ul><li>Bloggers mini-media owners earning online ad revenue </li></ul><ul><li>Blogging, cit reporters & cit photographers taking off </li></ul>
  10. 11. <ul><li>In a global context, the advance of the digital age is making media creation & production & distribution cheaper, easier and more accessible. Quality issues? </li></ul><ul><li>But it also means that media increasingly no longer have monopoly on publishing: Readers are publishers & broadcasters too. </li></ul>In a nutshell…
  11. 15. www.thoughtleader.co.za
  12. 16. <ul><li>Best of blog & best of media </li></ul><ul><li>Print journalists blogging with </li></ul><ul><li>Leaders, commentators & upcomers </li></ul><ul><li>“ Editorial blog” with gatekeeping </li></ul><ul><li>Joint agenda-setting: blogger & editor </li></ul><ul><li>Site attracts strong writing </li></ul>The hybrid…
  13. 17. <ul><li>In about two weeks: </li></ul><ul><li>65 writers </li></ul><ul><li>300 articles </li></ul><ul><li>500 comments </li></ul>
  14. 18. <ul><li>Questions? </li></ul><ul><li>He must be very ignorant for </li></ul><ul><li>he answers every question he is asked. </li></ul><ul><li>- Voltaire </li></ul>