Media Convergence

&

Synergy

You need to be able to use the terms

synergy and cross media convergence

using appropriate terminology in the right

context.

Synergy

The simultaneous (at the same time)

release of different products to boost both.

Synergy is used most often by bigger

companies as their different elements

(often a media conglomerate) work

together to promote linked products across

different media.

Synergy

Synergy - releasing 2 or more products at once that will

promote each other.

They have a larger effect than if just one product existed

alone - they have a mutually beneficial relationship.

This means they are symbiotic

Film / Soundtrack / Music video/ Phone / Game

Conglomerates (like Sony) are able to use synergy to

boost profits because of their diversity – i.e. they own lots

of different companies.

SymbioticThe film of Skyfall promotes the soundtrack

which promotes the DVD which promotes

the game which promotes the TV, which

promotes the website which promotes the

advent calendar and chocolate which

promotes the film, etc. ,etc.......

All products are SONY owned.

NB This is called Vertical Integration.

How Synergy Works

Synergy works when different elements of companies

(a media conglomerate does this best) promote each

other.

For example a film studio, record label, video game

division all create linked products the film,

soundtrack, video game.

Each distinct element promotes each other.

Sony can use SYNERGY as it is a conglomerate

which owns various smaller subsiduary companies

Sony Pictures Entertainment’s Skyfall is

released at the same time as the Sony-

owned Soundtrack CD.

Sony Electronics releases a new TV and

new adverts featured Skyfall when

promoting it

The DVDs would also be advertised on the

Skyfall website

Media Convergence

The combining of two or more mediums.

Different mediums are TV / film / computer

graphics / radio/ website, etc.

Media convergence in the film industry can

happen in production, distribution or exhibition.

Example: when the music industry comes

together with the film industry when Adele

releases the new single for Skyfall.

Convergence of

Old and New MediaPrinted magazines have an on-line presence

TV channels have online programmes and

websites or sister e-channels

Music is available as CD or downloaded mp3 or

video

How does Sinergy

differ from Cross

Media Convergence?

Synergy and cross media convergence are quite

similar….but

Cross media convergence involves only

media products while synergy can involve

non-media products like merchandise.

Smaller producers/companies can’t use

synergy in the same way as the larger

corporations. This is a disadvantage for

them.