Synergy

Technological Convergence

Is the process by which a range of media technologies are intergrated within a single piece of media technology. For example: the iphone is a phone, a camera, a video camera, an mp3 player, a radio, a games console, a web browser and a palmtop computer

Convergence: In Media Institutions

Media insitutions recognise that audiences enjoy using converged technology and wnat to consume media in a variety of different ways inculding 'on the go'

An example of Synergy from Disney

Outlets like the Disney Store sell the High School Musical DVD, Blu-ray, soundtrack and video game.

Synergy: Definition

Synergy means working together. it is the media term we use to describe when different elements cooperate for the benefit of promoting or selling a final outcome.

Synergy: The New Technologies

The new technologies that support this process are: DVD, Blu-ray, mp3, downloading. Media institutions exploit various media platforms to sell a variety of productsall related to one film ie: film, soundtrack, apps, video games.

Symboisis: Increasing film sales

These products can help advertise the film itself and thus help to increase the films sales. For example: the Spider Man films had toys of 'webshooters' and figures of the characters made, CD soundtracks, video games, DVD's and other merchandising.

Cross-Media Convergence

They provide short form content across a rnage of different media for downloading such as video clips, interviews, trailers, music videos, jingles, wallpapers, music tracks, posters, calendars, phone apps, social netwworking sites and promtional websites.

Symbiosis

This is when different companies work together to promote a range of related products. For example High School Musical the film will enable spin-offs like Happy Meals, Easter Eggs, Bedlinen,Toy characters etc and the distributor will agree licensing deals for comapnies to make and sell this merchandising. A percentageof the profits will then got o the distrubutor

Symboisis: Walt Disney

Walt Disney pioneered symboisis marketing techniques in the 1930's by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements