Reminders1. Your essay on Technological Convergence is

due to be uploaded on Fronter by Wednesday 30th Nov.

2. You should working on your group task: Targeting audiences for Nathan Mercado. Remember this includes two parts – the theoretical and application – you must present on both. (http://prezi.com/ is great for creating presentations)

3. You have a Section B mock on Wednesday 7th December

Please copy down the date and title and complete the starter

Week of 28th November 2011How important is cross media convergence and synergy in

production, distribution, marketing and exchange?

Lesson Outcome: To research what cross media convergence and synergy is and evaluate its importance in the music industry,

Class Work

TASK: Find all the key terms for this unit in the word search grid below.

There are 24 in total. Write each key term into your book with a brief

definition.

How important is cross media convergence and synergy in

production, distribution, marketing and exchange?

This is when different aspects of a company or companies come together

SYNERGY involves ‘a strategy of synchronising and actively forging connections between directly related areas of entertainment’.

Here’s an example of how Sony’s media convergence options

Universal and Sony reach deal to buy EMI for £2.5bn

Famous British music business could be split into two in agreement that hands control to biggest rivals

TASK: In regard to convergence opportunities what does this mean for EMI and its artists?

Read the full article here: http://www.guardian.co.uk/business/2011/nov/11/emi-sold-to-universal-and-sony

SynergySYNERGY involves ‘a strategy of synchronising

and actively forging connections between directly related areas of entertainment’. To make maximum impact, an artist can synchronise with other media activities (fashion labels, releases of games, soundtracks etc).

Obviously this sort of synchronicity is easier within a large media conglomerate which has interests in a range of different media.

companies/institutions

An example of Tinie Tempah’s synergy:

DIGITAL

CDS

VIDEOS

MERCHANDISE

Companies can spread their commercial interest

Can lead to loss in jobs (cutting out the middle men)

Leads to oligopolies (uneven distribution of power)

Can better reach shrinking audiences with diverse tastes

Merging together to exploit strengths or sharing risk

Greater influence on public opinion

Increase in profit of each separate medium

Dominate a variety of markets

Sharing skills between two companies and exploiting strengths

Easier in theory than in practice... Different companies may have different ideas

Smaller companies who only specialise in one medium struggle to compete

Influence public opinion.

TASK: Consider the pros and cons of synergy. Read each of the points below and decide if they are a pro or con for a

company/artist.

Symbiosis is the linking up of various companies to make profits from one product.

Watch the video – who benefits from this example of symbiosis?

Link to Video: http://www.youtube.com/watch?v=SHQ_IGXeMXg

Tinie Tempah 2012 Olympics

Adidas JD Sports

TASK: For each of the share holders in this venture explain how they’re involved and what they gain from this cross media convergence and synergy.

What examples can your find?

TASK: Choose one of the artists below. How have they used cross media convergence and synergy in the areas of production, marketing and distribution?

Universal Music and Virgin Media join to fight illegal file-sharingGroups hope to take wind out of pirates' sails with unlimited download scheme.  

By Amanda AndrewsPublished: 5:01PM BST 15 Jun 2009

Universal Music, the world's largest record label, and cable group Virgin Media have joined forces to combat piracy by offering unlimited music downloads for a monthly fee.

The announcement, which could see "all you can eat" approach for a monthly fee of £10 to £15, comes the day before the Government's Digital Britain report, in which it will set out plans to combat illegal file-sharing.

Communications Minister Lord Carter, who is responsible for the report, yesterday suggested that Government intervention was not enough to combat piracy and commercial partnerships were crucial.

"Government has a role in creating the right legal and regulatory framework for rights and copyright. However, the market will flourish through innovative commercial agreements between companies, and agreements such as this will help in reducing any demand for piracy," he said.

The service will allow Virgin Media broadband customers to listen to and download as many music tracks and albums as they want from Universal's back catalogue. The music will DRM-free, meaning it can be played on the vast majority of music devices. Virgin admitted that it would need to sign up other labels, adding that it is in talks with Universal's rivals. Universal should agree similar deals with other internet service providers.

"This is completely, totally unprecedented on a global basis," said Lucian Grainge, Universal group's international chairman and chief executive. "This incentivises consumers to do something positive."

Artists yesterday declared their support for the new service. Singer songwriter Duffy said: "When I was growing up, the nearest record shop was two hours away, which made it tricky to get any music at all. Something like this would have been great."

How are these companies working together?

What do you think?

Can this apply to indie labels in the same way?

How important is cross media convergence and synergy in

production, distribution, marketing and exchange?