Media Convergence

Certainly media convergence has been for the better. Afterall, the media world is constantly on the movie, changing every single day, it is no surprise that hardwares like smartphones and the amazon kindles have been released.

Smartphones are just another piece of hardware that has been invented to suit to the consumers of today’s market’s tastes and conviniency. iPhones are just an iPod touch with the convinient telephone feature added on. In addition, the iPhone has the camera function which allows users to take photos and videos, with Apple throwing in the extra photo editing and video editing feature. The reason why the iPhone became so popular is because it is a platform of applications. And with that, there are billions of applications on the App Store allowing users to customise their phone layouts, play music, play games, help their organisation, share files and even read the newspaper on their phones! However, what really matters is the ability to share files using the likes of ‘Bump’ or ‘Bluetooth sharing’. Not only that, being able to play music via apps like Spotify, Shazam and LastFM strikes the question of ownership in music tracks. This strikes concern for labels since the likes of file sharing apps like ‘Bump’ is the second debut of Napster. However, Apple already saw through this and had made sure that when users are sharing music, the reciever are required to buy the music off the iTunes store.

Although p2p websites like Bittorent is not on the App Store, there is an application for it in the android shop which really questions the control and management of illegal online piracy. Even if the user does not download via their smartphone, they have their home destop computer. It is suggested a lot of households in the UK download illegally via their home internet. However this does not limit home computers. Media convergence has now allowed us to have media centres where our flat screen TVs can access the internet or where our game consoles can download directly onto the hardware with no hardships at all.

With all this new technology exposed to the general public, music audiences have become more active than passive. This includes using their smartphones to perhaps order gig tickets or buying music merchandise. The 21^st century media industry has changed the music audience’s view, it’s not just something to listen to but collecting and owning or attending their favourite artist’s concerts.

Media convergence has definitely affected record labels, both conglomerate and independent labels. With Domino Records embracing the web 2:0 feature, they’ve introduced new aspects on their website. Domino Mart, Domino Cast, Domino Player and Domino Cast easily gives Domino an extra revenue stream as the general music public gets used to the internet. On the other hand, conglomerates like Universal struggled to cope with the new online revolution and media convergence and only recently has grouped together with other conglomerates to create VEVO. This is a music video streaming website, allowing users to listen and watch the music video. The extra revenue stream comes from expensive advertisements from the likes of McDonalds. Using synergistic and cross promoting ideas Universal has widened another revenue stream as media convergence has enabled users to access adverts and other media products easily via their media conveged smartphones anywhere or media centres at home.