1. 3 C’s Of Media Convergence
Dr. Kamaljeet Kaur, Associate Professor, UIMS

2. Course Objectives
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• To enable students to understand the concept of
Media Convergence.
• To make the students understand the importance of
Convergence in Media.
• To enhance the New Media skills amongst students.

3. Media Convergence
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• Media convergence is the interlinking of computing
and other information technologies, media content,
media companies and communication networks that
have arisen as the result of the evolution and
popularization of the Internet as well as the
activities, products and services that have emerged
in the digital media space. Traditionally, technology
has existed in different entities. For example, a
camera and telephone were two different gadgets.

4. Media Convergence
• Computers were made for computing and not for
other purposes, such as gaming and surfing the
internet. However, the convergence of computers
and technology gadgets now delights all users of
technology. This interconnection of information
technologies, media content, and computer
networks is known as media convergence. It has
transformed industries, services, and practices to
deliver content in new and unique ways.
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5. Media Convergence
Convergence is at the core of the advanced media upheaval. It
incorporates such advances for applications like:
• Internet and electronic trade
• Cell phone technology
• Computerized film activity
• Streaming music and video
• High definition TV (HDTV, 3D, 4D)
• Video game frameworks
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6. 3 C’s of Convergence
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.Web 2.0 describes the web applications that revolve
around the concept of ‘participatory information
sharing, interoperability, user-centered design and
collaboration on the internet’(Techpluto). It allows the
viewer to become the user, in a way that the web has
evolved from an information-sharing form of media to
a form of enabling functionalities in which the user is
able to participate in.

7. 3 C’s of Convergence
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8. 3 C’s of Convergence
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Thus Media convergence, phenomenon involving the interconnection of
information and communications technologies, computer networks, and
media content. It brings together the “three C’s”—
computing, communication and content—and is a direct consequence of
the digitization of media content and the popularization of the Internet.
Media convergence transforms established industries, services, and work
practices and enables entirely new forms of content to emerge. It erodes
long-established media industry and content “silos” and increasingly
uncouples content from particular devices, which in turn presents major
challenges for public policy and regulation. The five major elements of
media convergence—the technological, the industrial, the social, the
textual, and the political.

9. • Furthermore, convergence media describes the interplay of different types
of media technologies, via the 3 C’s of Convergence: communication
networks, computing/information technology and the content (media).
Convergence can be defined under three key layers: the physical layer; the
network based on the relationship between communication devices and
communication, code layer; software that operates communication
hardware devices, and content layer; the content that travels through this
communicative framework. Overall, convergent culture highlights the
relationship between media convergence, as the flow of content across
different types of media areas, participatory culture and collective
intelligence.
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10. 3 C’s of Convergence
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11. 3 C’s of Convergence
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The 3 c’s are the base of Media Convergence where Computing denotes
the Information Technology which can be Mobile Phone, Internet, Online
Radio or Television etc., Communication is Cable Network, ITV or E-
Newspaper etc. While content is the media content for New or Converged
Media. With the current generation’s dependence on internet technology,
the accelerated technological developments in interactive mediums and
the convergence of media , we must embrace this new technology of
attention.

12. Course Outcomes
• Students will be able to understand the
concept of Media Convergence.
• Students will be able to understand the
difference between traditional media and new
media.
• Students will be able to meet the expectations
of the converged media Industry.
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13. References
• Understanding Media Convergence: The State of the
Field August E. Grant, Jeffrey Wilkinson
• https://en.wikipedia.org/wiki/Technological_converg
ence
• https://study.com/academy/lesson/three-cs-of-
media-convergence-content-corporations-
computers.html
• https://www.britannica.com/topic/media-
convergence
Dr. Kamaljeet Kaur, Associate Professor, UIMS 13