R1BS- media convergence revision

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 Media Convergence 

Media convergence: 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 digitalisation of media content.

The Radio 1 Breakfast show is developing towards media convergence. ‘Media Convergence’ describes three phenomena: 


  2. 1.How technology comes together as a single source due to digitalisation of content and platforms. For example, the BBC Radio 1 Breakfast show is listened to on DAB, through the internet, on BBC iPlayer and so on. The advantage of this is being able to listen to media on a mobile device 24/7. Such flexible time-shift consumption has aided distribution and promoted R1BS. 


  2. 2.How media institutions diversify their interests and services to reflect a changing media environment. The BBC radio 1 breakfast show’s symbiotic relationship with digital broadcasting illustrates this. The show has turned to platforms other than broadcasting to reach its audience segment. Distribution via other platforms such as BBC Sounds, with the rise of internet-based interactive technologies, enables audiences to respond to the show and exchange content across several media. 


  2. 3.A convergent culture where grassroots activity (Fans) meets corporate interests, ‘blurring’ the distinction between producer and consumer. The emergence of a participatory culture is evident in the BBC’s remit for the R1BS and the young online audience that it aims to co-opt both into the show and into the values it embodies as a public service. 

Bullet Point Links
Audience:
  • how media industries target audiences through the content and appeal of media products and through the ways in which they are marketed, distributed and circulated
  • the role and significance of specialised audiences, including niche and fan, to the media
  • the way in which different audience interpretations reflect social, cultural and historical circumstances.
  • how audiences use media in different ways, reflecting demographic factors as well as aspects of identity and cultural capital
  • how specialised audiences can be reached, both on a national and global scale, through different media technologies and platforms
  • how audiences interact with the media and can be actively involved in media production
Industry:
  • The specialised and institutionalised nature of media production, distribution and circulation
  • Processes of production, distribution and circulation by organisations, groups and individuals in a global context
  • the relationship of recent technological change and media production, distribution and circulation
  • The significant of patterns of ownership and control including conglomerate ownership, vertical integration and diversification
  • How media institutions maintain varieties of audiences, globally and nationally – including through marketing.
  • The impact of new digital technologies on media regulation, including the role of individual producers
  • The impact of digitally convergent media platforms on media production, distribution and circulation
  • How processes of production, distribution and circulation shape media products

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