Reasons for Media Convergence
Like most great business ideas, media convergence
saves money. Instead of having different news crews for every medium,
one converged media operation can use the same reporters and staff
to produce stories for print, television, radio and Internet mediums.
The same reporter can write the story, read a version of it on television,
discuss it on radio and publish it (along with the other components)
on the Internet. While this will require additional job training
for the reporters, it will allow converged media outlets to hire
less staff. Convergence will also provide more efficient organization.
By combining each medium's resource, a converged
operation can increase the quality of its product. This results
in increased customer satisfaction, which leads to a larger audience.
From the public's standpoint, the increased convenience and breadth
of information provided by converged stories makes using the media
a better experience.
As a cooperative unit, a converged media
operation can increase the visibility for each of its parts. In
addition to having reporters appear on different mediums, each broadcaster/publication
can promote their partners. This form of cross marketing exposes
newspapers to television audiences, radio to Internet audiences
and so on. Logos or other ads on a converged website can add exposure
for each of the affiliated organizations.
The combination of all the resources of each
medium can only increase the audience's perception of credibility.
Television stations and websites, which sometimes struggle with
credibility, can gain validation by partnering with a credible print
publication. Radio and print, which are decreasing popularity, can
gain credibility with younger, larger audiences by affiliating themselves
with television and the Internet. Either way, all parties involved
look better when they become part of a bigger, more diverse organization.