Reasons for Media Convergence

Shared Reporting

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.

Audience

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.

Visibility

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.

Credibility

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.

 

 

Reporters can do more than one job
College students interacting with converged media
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