CONVERGENCE
In communication terms, Convergence is the coming together of two or more distinct entities, thereby removing entry barriers across the IT, telecoms, media and consumer electronics industries. For instance, taking pictures with a cell phone and surfing the Web on a television are two of the most common examples of this trend, and also the recent innovation of an I-phone being used to shoot a video film in Japan.
Media convergence is an economic strategy in which communications companies seek financial benefit by making the various media properties they own work together.
- It is 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.
PLATFORM
This is a structure or an organization through which information or applications may be run. For example; a mobile phone is a platform through which consumers can make calls and or generally share data.
MEDIA CONVERGENCE PLATFORM
Media convergence platform is therefore the structure through which the media and telecommunication work together to serve the consumer market.For instance, SILVERBIRD GROUP explains this as it owns; Radio Station (Rhythm FM), Television Station (Silverbird Television), Online Radio (STV online), Satellite (Silverbird Television), Social Networks (Twitter, Facebook) and others (Mall and Cinema) All above work inter-dependently to reach a common goal of serving the consumer.
Practically, you will see adverts of a new movie to be shown at the galleria on the STV, hear about it on the Rhythms 93.7, you listen and watch it via Silverbird online and you also get updates about the same movie through their Facebook and Twitter pages.
MEDIA CONVERGENCE THEORIES
1. Corporate convergence as in ( joint ventures ) between telecom and media companies
2. The branching out of traditional print operation into internet publishing or audio/video or mobile.
3. Reverse publishing from the web into print
4. Production processes, where content is co-coordinated or shared
5. the convergence of skills set of previously segregated specialist media practitioners whether reporters, news editor or production personnel
6. Convergence of media consumer devices e.g. the camera-cell phone or computers being used to watch video broadcasts.
7. The coming together of producer and consumer functions the audience generating media (content).
CASE STUDY: SILVERBIRD GROUP (NIGERIA)Our case study, Silverbird Group is one of the largest entertainment companies in Nigeria and Africa. Consisting of Silverbird Entertainment, Silverbird Cinema, Rhythm FM and MBGN, it is thought to be third largest media entertainment company in Western Africa.
THEORY 1:
CORPORATE CONVERGENCE (AS IN JOINT VENTURES) BETWEEN TELECOM AND MEDIA COMPANIES.
According to the theory above, which has to do with corporate convergence, the most relevant signs of convergence are to be found with Silverbird Group where the reformation of newsrooms is linked to the redefinition of professional roles, technical innovation and the development of innovative news formats and languages.In Silverbird Group, most reporters, photojournalists, video-journalists, editors, etc submit their stories, photos or videos through the internet or their mobile phones. Unlike some media platform where editors and reporters work from personal offices/ independent newsrooms which sometimes delay the production of news-stories.
Silverbird Group converges the functions of both telecom and media companies. This is evident in the use of e-mail via mobile phones to share items with the media house which is then broadcast to the consumer market.
THEORY 2:
THE BRANCHING OUT OF TRADITIONAL PRINT OPERATION INTO INTERNET PUBLISHING OR AUDIO/VIDEO OR MOBILE.
Our case study, Silverbird Group has never operated in the traditional print industry and therefore does not directly relate to the above theory.
THEORY 3:
REVERSE PUBLISHING FROM THE WEB INTO PRINT.
Again as earlier stated, Silverbird Group does not directly operate reverse publishing of its online content on print but in some cases for the purpose of wider reach, it advertises some of the same services published on its web page on other media publication e.g. Silverbird Shopping Mall discount offers and Silverbird Galleria movie schedule.
THEORY 4:
PRODUCTION PROCESSES, WHERE CONTENT IS CO-COORDINATED OR SHARED.
Silverbird Group in its production process co-coordinates or shares its content as observable when the same news story heard on Rhythms 93.7 is shown on STV and viewed on STV online.
THEORY 5:
THE CONVERGENCE OF SKILLS SET OF PREVIOUSLY SEGREGATED SPECIALIST, MEDIA PRACTITIONERS WHETHER REPORTERS, NEWS EDITOR OR PRODUCTION PERSONNEL.
Using the convergence of the multi-skilled professionals to examine the Silverbird Group, it can be observed that Silverbird’ journalists are not only trained to report news stories but also to report the audios, photos and videos of the event using their mobile phones or devices. Various workshops have been organized to train their journalist to be skilled and professionally inclined with today’s technology.The ideal Multi-skilled journalist, as some authors have suggested to label them (Bromley, 1997) would be able to produce news for any medium using any technological tool needed in every step of the process.
Through this strategy, Silverbird Group reduces labour, administrative and material costs, to use the same media content across several media outlets, to attract increased advertising by providing advertisers with package deals and one-stop shopping for a number of media platforms, and to increase brand recognition and brand loyalty among audiences through cross-promotion and cross-selling.
THEORY 6:
CONVERGENCE OF MEDIA CONSUMER DEVICES E.G. THE CAMERA-CELL PHONE OR COMPUTERS BEING USED TO WATCH VIDEO BROADCASTS.
With iphones, apple ipads and HTC among others, Silverbird Group reaches its audience by providing viewable material which is also downloadable via social networks like Youtube, Facebook, Twitter, LinkedIn, MySpace etc.
THEORY 7:
THE COMING TOGETHER OF PRODUCER AND CONSUMER FUNCTIONS THE AUDIENCE GENERATING MEDIA (CONTENT).
Silverbird Group caters for the above theory through digital distribution technologies which allows for the customization of content thereby eases the production of news that is highly targeted to specific consumer (Tewksbury, 2005). But it is active participation what may have a greater influence in the redefinition of professional journalism.
The use of blogs, wikis and other self-publishing tools by Silverbird Group eased the ability of the netizens (internet-citizens) to produce their own content and potentially reach a global consumer. Nowadays, everyone is a journalist due to the fact that Silverbird Group has provided forums in which the right thinking members of the society (non-journalist) can contribute to the comment/issues facing the society.
CONCLUSION
Following the above theories and expositions, no media organization in Nigeria falls totally into these dimensions. But as clearly depicture by the above explanation, Silverbird Group catered for about 71.4% of the Media Convergence Theories.