Games, movies, music and television are just a few activities we all consume. However, how we consume this entertainment has dramatically changed. It was once exciting to watch a film at the cinemas or listen to music on the radio, but as media technologies develop, consumers have become demanding and time conscious.
Can you imagine if you couldn't use the internet, listen to music or download movies on your computer?
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| (The Spider 2009) |
As more options of entertainment become available and trends change, so does the importance of media convergence. Media convergence as reiterated by Leong (2010) and explained by Turow (2009) is, "the coming together of computer technologies as the basis for production, distribution, and even exhibition in many media industries”. Media convergence on your computer provides one platform with access to unlimited entertainment options.
Madhur Singhs' article 'Bollywood Viral Video's', explores the reasons for using the internet as a way of streaming films online. The article explains that Bollywood films have a large fan base with the majority being Indians working abroad. In order to reach this fan base quickly and effectively they have utilized the internet as well as the cinemas. Barjatya estimates in the article that "eventually every Bollywood film will be released simultaneously in theaters and online' (Singh, 2008). This proves the demand for watching films online and the benefits. Singh proves that, 'within a week of Vivah's premiere, the film had been viewed online more than a million times. The Web release would eventually bring in $4.5 million — nearly a quarter of the picture's total earnings' (Singh, 2008).
The Ipod, Iphone and other media technologies are following this media convergence trend, enabling users to access the internet, communicate via text and calling, watch television and listen to music all from one platform.
Media convergence is now a necessity
References:
Leong, S. 2011. 'KCB206, New media: Internet, Self and Beyond': Week 3 Lecture notes. Accessed March 17, 2011. http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_74007_1%26url%3D
Singh, M. (2008). Bollywood's Viral Video in Time International (Canada Edition), Vol. 171, Issue 14 . Available online at:http://www.time.com/time/nation/article/0,8599,1713342,00.html
The Spider. 2009. 'Media Convergence - things ain't what they used to be'. Image. Accessed March 18, 2011. http://whs-media-dept.blogspot.com/2009/11/media-convergence-things-aint-what-they.html
Turow, S. (2009) “A world of blurred media boundaries,” Media Today: An Introduction to Mass Communication, New York: Routledge, pp. 188-229. Available from CMD: 5 -18
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