Television and Media Convergence - Literature review Example

Television and Media Convergence Name Unit Course Supervisor Date of submission Introduction Since the invention of television in the 19th century, the television has evolved significantly (Dheer & Courtois 2014, p. 13). Today television is a primary source of information that has critical significance in the modern day society. The expansion of television was witnessed in the second half of the 20th century (Dheer & Courtois 2014, p.14). Since then, television has reached many people in the developed countries. The indirect mode of communication has affected cultures of many people and their beliefs. Over many years, the magic box has been regarded as the chosen means of spreading information, thoughts, news and events. In the 21st century, TV viewership has spread and stands counted as a contributor to the enlightenment and mass spread of information (Lahey 2014, p. 4). In the contemporary society, technology has increased, and social media has emerged; hence, providing a way of direct communication (Jin 2014, p. 114). In such a situation, TV finds itself in a complex operating environment with varying needs for viewers. In the light of the changing landscape, this paper explores literature that relate to television communication in relation to the current needs of audiences and the wake of the social media communication, the review focuses on aspects of convergence. Literature Review Dheer and Courtois (2014, p. 17) noted that television has played a great role in the production of content that appeal to viewers. Over the years, television has remained to be resilient, producing a wide range of programmes with rich content that target different categories of the viewers. In the 21st century, technological advancements have intensified and as a result internet has taken over (Dheer & Courtois 2014, p. 19). The internet provides a more interactive communication in which the content produced can be shared (Dheer & Courtois 2014, p. 19). Vanden and Enli (2013, p.450) noted this is a shift from the traditional one-directional communication. This new concept has ushered in a challenge for TV viewership with many people opting for the internet content. However, with the significant implication the mass following of the TV has remained. The TV has remained resilient and has evolved to include new content that is in line with the technological changes. Vanden and Enli (2013, p.450) pointed that technology is the key driver in the redefinition of the content. Dheer and Courtois (2014, p. 17) concurs that the TV has been refreshing itself; hence, it is influence has not faded. The inclination of the content to the internet platforms points to the resilience and the ability of TV to stay relevant over many years. The television technology has been on rapid evolvement. As a result, the lines that traditionally separated video games and programmes have blurred. Therefore, the faster the television keep on refreshing and responding to the new technology, the more the television appeases the audience (Dheer & Courtois 2014, p. 17).Despite the changes, the media convergence has revolutionalised the TV and provided many platforms for viewing TV content. Dheer and Courtois (2014, p. 17) stipulated that the majority of the content continue to be broadcast on a television set. The trend is expected to continue for a foreseeable future. Lahey (2014, p. 9) added that though the most of the content will continue being on the television set, television programmes greatly rely on other media platforms such as the social media in order to promote interactive programmes. The platform will ensure that processes that satisfy the needs of consumers supplement the indirect communication. Dheer and Courtois (2014, p.17) argued that the TV should keep itself fresh in order to maintain the attention of people. The refreshing concept can be achieved by the production of content and exploring means that the content can reach the broad customer base visiting various internet sites. Further, Lahey (2014, p. 12) noted that there have been an increase in the devices via which the TV content can be accessed. Hence, the television programmes that are limited to traditional TV sets have been losing luster. The new operational landscape brings in the implication of content fragmentation and at the same time cherishes the convergence of media. The consumption of the content in the TV has been experiencing changing patterns. According to Lahey (2014, p. 8) television has been critical in providing various types of programmes. As a result, the revenues generated by the television have significantly changed. A case example is the UK, which has seen an increase in revenue from pay televisions that offer a variety of programmes. The variety of programmes helps the customers to choose what they want to pay for. The increasing revenues are also attributable to revenues from advertising. The demand for TV services has aligned the content producers put in more effort to produce programmes that are customer tailored and provided on different platforms of new media (Lahey 2014, p. 11). To extend the concept of the content Dheer and Courtois (2014, p. 21) pointed that the aspect of the content consumption for TV has not been without challenges. The recent years has seen a tremendous rise of mobile and increased usage of the internet. In an endeavor to capitalize on the increasing demand for the television services, parallel services have been introduced such as Android TV (Dheer &Courtois 2014, p. 21). The mobile has then ended up fragmenting the consumption patterns of content. The changing landscape of communication presents the TV with the challenge to explore alternatives that will ensure that it remains relevant to the fanbase and its audience. The patterns of usage of mass media relate to gratification theory that was advanced in 1944 (Yoo 2011, p. 68). The theory stipulates that the use of mass media is normally for gratification. In relation to the TV, the theory is aligned to the fact that modern TV audience is not composed of passive consumers but they play a significant role in choosing the media that meets their needs. Zborowski (2012, p. 493) noted that the TV audiences need motives for the use of particular mass media. Therefore, the understanding of the pattern of the content consumption helps in understanding what satisfies the audience. In the argument, Zborowski (2012, p. 494) noted that adults use the television as a source of entertainment, to pass time, acquire information and be entertained. In the contemporary society, the aspects can be attained in other media platforms that are customer specific; hence, to stay relevant, the TV has to embrace the aspect of media convergence. In the current context of internet and availability of wide scope of mass media to select from, TV has explored other means to gratify the changing customer needs. According to Jin (2014, p. 113) for the TV to keep relevance, media convergence has become a vital element that cannot be wished away. The development of technology and emergence of the internet and mobile telecommunications, the media consumers are now presented with a bigger scope of content to choose from. Jin (2014, p. 114) noted that the convergence of media driven by technology is a challenge for the TV stations that were rigid to the changing technological landscape. However, it is an opportunity for the televisions that have been resilient and conformed to new technology. Syvertsen (2003, p. 171) stated that new technologies have reduced the cost of operations. Therefore, the convergence of media implies that converged televisions can make use of the programmes producers to make programmes for the televisions and use the same reporters to make content for telecommunication such as TV and internet mediums. The convergence of final product is that it increases viewership of TV. The audiences have the convenience of obtaining the programmes from different platforms. Jin (2014, p. 113) argued that the availability of TV content in different platforms leads to a larger audience and increased satisfaction. Convergence has both the positive and negative implication on the TV. Syvertsen (2003, p. 171) pointed that convergence results in fragmentation of TV audiences. In the modern day, people are busy; thus, they do not have enough time to sit and watch TV programmes. The convergence of media has made TV provide an interactive platform in which audiences’ participation is achieved. The participation of the audience enhances the way people experience TV. Through social media, the audience can share their views on different TV channels. Despite the new dimensions that convergence brings to TV, Jin (2014, p. 116) noted that there are many challenges that relate to TV. In the contemporary society, the information inflow has overwhelmed the audiences. In addition, the use of different platforms to convey the message presents a challenge as not all people have the skill to use the new technologies. The challenge is rife among the old people who cannot access the alternative TV content using the mobile and internet. The inventions of superior television devices have revolutionalised the entertainment, news and the relaxation. The technological developments have further resulted to the new inclination of the television. Television as one of the mass media with a lot of audiences has been changing with times (Zborowski 2012, p. 492). The onset of social media and interactive communication platforms, Television has evolved to fit into the changing mass media. As a result, television is not limited to the TV box. Vanden & Enli (2013, p. 451) noted that television can be accessed via Youtube, which is regarded as live streaming, and there are new applications that enable audiences to view TV over the mobile devices. The television companies in the last half decade have fine-tuned the convergence concept to form a new level of information experience, which has increased the experience of the content consumers. Television as an institution has proved to be very resilient in the adoption of technological, cultural changes and fundamental economic tenets. The television involves wiled affinity of different players. The changes in technology have heightened the television. The technology has implication for substantive changes that relate to the manner the TV content is produced is produced and delivered. Convergence entails the flow of media content across different platforms of media. Jenkins (2006, p. 3) noted that convergence involves the co-operation of various media industries. It also involves the behavior of audience from one platform of media content to another in search of the experiences they want. The key implication of media convergence is that every story, every advert and every brand get a chance to be sold (Jin 2014, p. 113). The move is propelled by the migratory behavior of spectators in which there are many platforms in which the audiences search for media content. However, the convergence of media is driven by the need for the audiences to have active participation. Even though media convergence, has for long time been regarded as a technological process that makes it easy for media to present their content to customers, it is also a cultural shift. It ensures that consumers are given liberty to choose where to access new information (Jenkins 2006, p. 3). Hence, the media convergence presents a participatory culture. The new cultural shift brought about by the media convergence implies that the traditional passive spectatorship of TV has been challenged. Today, the media audience interacts in the production process. Therefore, against the argument of convergence being technologically driven, Jenkins (2006, p. 4) stated that the convergence that has been witnessed on TV is not device reliant but takes place within the confines of the consumer brains and needs The new perspective of convergence in the consumption of TV content implies that the production of content and the subsequent consumption is influenced by the participatory nature of the audience (Cunningham & Pott 2009, p. 138). Contrary to the perspective, Zborowski (2012, p. 494)noted that the convergence witnessed on the TV and the cultural shift does not ignite other media but the technological advancements that have ushered many platforms hence creating alternatives for TV audience to explore platforms that best suit them. For instance, the emergence of the mobile phone makes it possible for motion pictures to be shared. The convergence of media has resulted to the television using the platform of mobile media to deliver content. According to Cunningham and Pott (2009, p. 139), the mobile media are embedded across the globe. The mobile media are accessible to many people than the other media technologies. The integration of social networks and formations of markets that are based on the social markets presents dynamic platform in which other media such as television can leverage on platform to tap into the vast population using the mobile and internet services. The internet has revolutionized the way people communicate. It has brought a multidirectional communication that has attracted many people (Dheer & Courtois 2014, p. 21). Dwyer (2010, p. 1) noted that higher bandwidth internet will enable people access TV via different web sites. The new prediction by Dwyer (2010, p. 1) is already being witnessed in the modern daytime. The implication is that TV viewing is not limited to a TV set but opened to various devices such as mobile phones and computers that are internet enabled (Dyer p.1). The new concept has been shaped by technological, cultural, social and economic factors. The digital media has brought changes in the nature of contemporary mediated communication. The increased accesses to the new media such as mobile and online platforms imply that people can plan their activities and leisure time while on the move (Lahey 2014, p. 7). Therefore, a new experience in which the consumers of the TV content are not retrained to home or office premises to access the TV content. Conclusion The television has gone through changes that relate to the changing culture of content production and consumption. The changing technological, cultural and social changes have made inevitable for the TV to converge in order to remain resilient. In relation to TV convergence and the changing operational landscape, the different authors point to the significance of TV convergence and the generation of content, which can be accessed in different platforms. Cunningham and Pott (2009, p. 138) offer the a comprehensive review of the implication of TV and the convergence with new media. Cunningham and Pott (2009, p. 138) provide a candid example of the embedment of mobile media across the world and the technological implication in which convergence of other media takes place. The accessibility of the mobile technologies and their integration with social networks form a broad market for the TV content and provides an interactive communication; hence, marking a shift from the TV one indirect communication. Other contributors such as Lahey 2014, p. 1-12; Jenkins 2006, p. 1-24; Dyer 2010, p. 1-23 and Dheer & Courtois 2014 provide a rich insight that relate to TV role and the changing perspectives in order to maintain fanbase. The authors provide a perspective that give views on TV and the evolution experienced in the changing new media landscape. The authors point to the possibility of changes driven by different factors that include the audience, the technological and cultural orientations. The authors concur on the resilience of the TV in the endeavor to align to the new communications age of new media. Based on the resilience, the authors seem to agree that for the TV to remain relevant, convergence is inevitable. References Cunningham, S. & Potts, J. 2009. New economics for the new media’ in G. Goggin et al. (eds), Mobile Technologies: From Telecommunications to Media. New York: Routledge, pp. 131–142.  D'heer, E. and Courtois, C. 2014. The changing dynamics of television consumption in the multimedia living room. Convergence: The International Journal of Research into New Media Technologies, 1 (1), pp. 12-24. Dwyer, T. 2010. Introduction, in Media Convergence. Maidenhead & New York: McGraw Hill/Open University Press, pp. 1–23. Jenkins, H. 2006. Introduction: Worship at the Altar of Convergence, A New Paradigm for Understanding Media Change, in Convergence Culture: Where Old and New Media Collide. New York: New York University Press, pp. 1–24. Jin, Y. 2014. Education Program Development for Advertising Professional manpower in Media convergence environment. JCS, 14(2), pp.110-121. Lahey, M. 2014. The framing of value: Television, user-generated content, and interactive involvement. Convergence: The International Journal of Research into New Media Technologies, 1 (2), 1-12 Syvertsen, T. 2003. Challenges to Public Television in the Era of Convergence and Commercialization. Television & New Media, 4(2), pp. 155-175. Van den Bulck, H. and Enli, G. 2013. Flow under Pressure: Television Scheduling and Continuity Techniques as Victims of Media Convergence?. Television & New Media, 15(5), pp.449-452. Yoo, C. 2011. Modeling Audience Interactivity as the Gratification-Seeking Process in Online Newspapers. Communication Theory, 21(1), pp. 67-89. Zborowski, J. 2012. Legitimating Television: Media Convergence and Cultural Status. Screen, 53(4), pp. 492-495. Read More

Dheer and Courtois (2014, p.17) argued that the TV should keep itself fresh in order to maintain the attention of people. The refreshing concept can be achieved by the production of content and exploring means that the content can reach the broad customer base visiting various internet sites. Further, Lahey (2014, p. 12) noted that there have been an increase in the devices via which the TV content can be accessed. Hence, the television programmes that are limited to traditional TV sets have been losing luster.

The new operational landscape brings in the implication of content fragmentation and at the same time cherishes the convergence of media. The consumption of the content in the TV has been experiencing changing patterns. According to Lahey (2014, p. 8) television has been critical in providing various types of programmes. As a result, the revenues generated by the television have significantly changed. A case example is the UK, which has seen an increase in revenue from pay televisions that offer a variety of programmes.

The variety of programmes helps the customers to choose what they want to pay for. The increasing revenues are also attributable to revenues from advertising. The demand for TV services has aligned the content producers put in more effort to produce programmes that are customer tailored and provided on different platforms of new media (Lahey 2014, p. 11). To extend the concept of the content Dheer and Courtois (2014, p. 21) pointed that the aspect of the content consumption for TV has not been without challenges.

The recent years has seen a tremendous rise of mobile and increased usage of the internet. In an endeavor to capitalize on the increasing demand for the television services, parallel services have been introduced such as Android TV (Dheer &Courtois 2014, p. 21). The mobile has then ended up fragmenting the consumption patterns of content. The changing landscape of communication presents the TV with the challenge to explore alternatives that will ensure that it remains relevant to the fanbase and its audience.

The patterns of usage of mass media relate to gratification theory that was advanced in 1944 (Yoo 2011, p. 68). The theory stipulates that the use of mass media is normally for gratification. In relation to the TV, the theory is aligned to the fact that modern TV audience is not composed of passive consumers but they play a significant role in choosing the media that meets their needs. Zborowski (2012, p. 493) noted that the TV audiences need motives for the use of particular mass media. Therefore, the understanding of the pattern of the content consumption helps in understanding what satisfies the audience.

In the argument, Zborowski (2012, p. 494) noted that adults use the television as a source of entertainment, to pass time, acquire information and be entertained. In the contemporary society, the aspects can be attained in other media platforms that are customer specific; hence, to stay relevant, the TV has to embrace the aspect of media convergence. In the current context of internet and availability of wide scope of mass media to select from, TV has explored other means to gratify the changing customer needs.

According to Jin (2014, p. 113) for the TV to keep relevance, media convergence has become a vital element that cannot be wished away. The development of technology and emergence of the internet and mobile telecommunications, the media consumers are now presented with a bigger scope of content to choose from. Jin (2014, p. 114) noted that the convergence of media driven by technology is a challenge for the TV stations that were rigid to the changing technological landscape. However, it is an opportunity for the televisions that have been resilient and conformed to new technology.

Syvertsen (2003, p. 171) stated that new technologies have reduced the cost of operations. Therefore, the convergence of media implies that converged televisions can make use of the programmes producers to make programmes for the televisions and use the same reporters to make content for telecommunication such as TV and internet mediums.

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