Convergence

Cross Media Convergence is the process by which a range of media platforms are integrated within a single piece of media technology. For example the new X Box 360 is a games console, a DVD player, an internet modem. The iphone is a phone, a camera, a video camera, an mp3 player, an FM radio, a games console, a web browser, a palmtop computer. This demonstrates ‘convergence’ of a wide range of technologies. Media institutions recognise that audiences enjoy using converged technology, want to consume media in a variety of different ways (including ‘on the go’) and provide short form content for downloading eg video clips, trailers, music videos, jingles, wallpapers, music tracks etc...

Technological convergence is the tendency for different technological systems to evolve toward performing similar tasks. Digital Convergence can refer to previously separate technologies such as voice (and telephony features), data (and productivity applications), and video that now share resources and interact with each other synergistically.