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Copy of The importance of cross media convergence and synergy in production, distribution and marketing.

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amna zakaria

on 5 November 2013

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Transcript of Copy of The importance of cross media convergence and synergy in production, distribution and marketing.

Importance of cross media convergence and synergy in production, distribution and marketing.
The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined greater product
Its the idea that because of the progress of technology various different types of media (e.g. Computer, Television, Radio and Newspaper) are combining into a single media.

For example, television and computer technology are increasingly becoming the same thing. Websites have video on them and the Internet is an important part of the offer of most broadcasters. Computers and network technology has allowed television to offer "video on demand" services moving away from traditional "linear" or scheduled television.

Equally the Internet has become important for newspaper publishers. Newspaper has been a dying format for years - it is very difficult to compete with newer media that gives news up to the second when you present yesterday's news tommorrow on a sheet of paper. Consequently, a lot of newspapers have started to concentrate on producing Internet offerings. Increasingly as technology improves, these also offer video services - a move onto the turf of the traditional broadcasters.

The improvements in mobile technology has also allowed a lot of these services to be delivered to mobile devices as well bringing the operators of mobile networks into this convergence.
The combining of different forms of media in order to make a single form of media (Such as
computers and television)
Different form of media have come together or have started to become increasingly similar, one example of this is television and computers.

Both are now actively used in marketing for the film industry. The internet now broadcasts trailers much like regular television. However rather than keeping to scheduling, the internet allows individuals to view trailers and adverts of their own accord.
Paranormal activity used cross media marketing in its ad campaign. The internet was used for the campaigns and for the tweet to see, the twitter viral campaign that allowed individuals to vote for their city to have first screenings.
Television was subject to the standard trailers we are use to, however these were often used to attract people to participate in the viral internet marketing.
Examples of synergy
With new blockbuster releases such as Avatar, not only is just the film produced at the same time. Often the license to the film can be sold to various companies in order to simultaneously release a bigger product
This synergy is useful in both distribution and marketing as it allows for not only simultaneous release but also to help build up excitement for the products.
James Cameron was influenced in the design of his machines in Avatar by viewing the concept art developed for the game.
Both products were made in conjunction with each other. Often sharing design assests and ideas originally developed for each respective product.
Convergence allows for audiences to consume media in a variety of ways
One form of convergence is the play station 3. The play station incorporates many forms of media:
-DVD/Blu-ray player
Audiences find converged technology more convenient and fun compared to single task technology, this is useful in letting the film industry know what is the best way of attracting their target audience.
Example of Convergence
in technology
News corporation, a conglomerate uses convergence in not only releasing but also during production of their products.

20th century Fox, a film production company is owned by News Corp.
News corp. also owns various music companies as well as televison, magazine, publishing houses and various other companies.
these companies work together in making products. Music production companies will often work in conjunction with film companies during production. studios owned by News corp. may also be involved in post-production and pre-production.
20th Century Fox
20th Century Fox Espanol
20th Century Fox Home Entertainment
20th Century Fox International
20th Century Fox Television
Fox Searchlight Pictures
Fox Studios Australia
Fox Studios LA
Fox Television Studios
Blue Sky Studios
Shine Group
These film studios working together can allow for near simultaneous global releases. localization of films can begin during production rather than after.
Cross media convergence is an important aspect because its two media companies collaborating for the purpose of generating profit (synergy). This is important in production because when two media conglomerates come together and they are very well known it will make the audience want to watch the film more because it’s done by two media conglomerates and will therefore be successful ,This is called Vertical Integration Company. Walt Disney is a vertical integration company; they own Marvel, Pixar, MBC, ABC and Lucas Films. The impact it has on the film industry is that Disney and Pixar both got together and Disney became the proud owner of Pixar and Marvel. This helped the film industry because through production Disney and Marvel built a ‘global countdown’ buzz for avengers and this avoids piracy because everyone accesses the film at the same time so no country has seen it before anyone else.
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