Week 9 - HOMEWORK | Synergy and Cross-Media-Convergence Essay

 Hi guys,

Here's your essay question for the week ahead. 

"How important is cross-media-convergence and synergy for institutions and audiences within a media area which you have studied?"

Here's some resources below to add to what you already have, to help with what to include...

https://www.slideshare.net/kimfyson/synergy-and-cross-media-convergence-43956766

Cross Media Convergence
This is really a Business Studies term and refers to companies coming together vertically or horizontally (or both). The example often cited in exams is of Working Title making use of its parent company(s) to gain access to bigger stars and a better distribution network for their films.  The same theory can be applied to the music industry where small labels are bought up and taken under the wing of larger groups, like Sony and EMI.  Sony is a good example where they produce films, TV and music as well as the hardware to view/listen to their products (including smart phones)

Synergy
Synergy basically means working together to achieve an objective that couldn’t be achieved independently. Cross-media convergence can help with synergy if companies are wise enough to take advantage of the links they have forged. Disney is an obvious example of a synergistic company from the top down from Film Studio to Kids’ TV Channel (where it further plays and promotes its films) to the Disney Store (in the street and online) where your kids can pester you to buy all the merchandise and DVDs/CDs they’ve seen on the TV/Web or in the cinema.