Creative and Digital Apprentices Cohort 5 Unit 3

1. Converging Digital Technology
in the Creative Media Sector
Rachel Heyes
The Manchester College

2. What is Converging Digital Technology?
 Convergence in the context of media refers to the technology driven
unification of different media channels
 Different media channels are consumed through one technological
outlet

3. Historically
 For many years different media were clearly separated: broadcast TV,
broadcast radio, newspapers, books, video and film, recorded music
etc.

4. Changes
 The internet and other
digital methods of
distribution have
changed this.
 The Media Iceberg

5. Examples
A digital connection or physical medium can carry any type of content.
 Video can be distributed on a mobile phone network or music over the
internet.

6. What does this mean?
 Thisnot only means that different types of media are converging, but
also that media and telecoms are converging.

7. Converging Media
Watch and make notes
http://www.youtube.c
om/view_play_list?
p=F5DC6CE0E17B3C3A
What is converging
media?

8. Re-Packaging Media
In addition to convergence at the distribution level
there are areas in which the same content can be re-
packaged across media.
Forexample, computer games and films use the
same content in different ways.
This also creates powerful marketing synergies.

9. New Technology
 Convergence is part of a much broader change in the media that is
being brought about by new technology.
 Although
this has not happened as fast or as profitably as many
hoped during the dotcom boom, changes are nonetheless happening.

10. Investment
 Froman investment point of view the key consequence is the
potential impact of the change on established media companies
revenue streams.

11. Class Task
The sectors for this assignment are:
 Photography
 Web Authoring/Interactive Media
 Digital Graphics/Animation
 Audio/Radio
 Video/Television
 Computer Games
1. List all of the current uses of converging digital technology within your sector
2. Each group should reflect upon a sector and feedback to the class

12. What are the implications of
converging technology on the
workforce?

14. Implications
 Multi-skilling
 Competition
 Pace of change
 Employment
 Education and Training
 Multi-tasking

15. Media Work - Mark Deuze (2007)
“Media professionals face tough choices. Boundaries are drawn and erased:
between commerce and creativity, between individualism and teamwork,
between security and independence. Digital media supercharge these
dilemmas, as industries merge and media converge, as audiences become
co-creators of content online. The media industries are the pioneers of the
digital age”

16. Class Task
Find an example of each category within
a specific media industry 1. Multi-skilling
Photography
2. Competition
Web Authoring/Interactive Media
3. Pace of change
Digital Graphics/Animation
Audio/Radio
4. Employment
Video/Television 5. Education and Training
Computer Games
6. Multi-tasking

17. Assignment – Impact Report
Explain what is meant by ‘converging technology’.
• Explain and give examples
Explainthe impact of converging technology on the
workforce within a specific creative media industry.
• Explain and give examples such as VoIP, website
content, increased competition and impact on
employment