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Technological convergence simplifies the production of media content. An important part of the information transferred across platforms are the techniques utilised in creation. Media convergence is the joining, or ''converging,'' of distinct technologies into one. New Media Convergence and Audience Fragmentation and Programme Content in International Broadcasting The new media technologies have been referred to as the communication revolution due to the immense changes they have brought to mass communication and social lifestyles in past decade or so. Nigeria’s Nollywood produces more films annually than any other country besides India. Im Mittelpunkt der technischen oder medialen Konvergenz … A convergence marketing strategy has the customer in the center, where he or she is targeted through all the communication means he uses with the aid of technology. Convergence culture is a theory which recognizes changing relationships and experiences with new media. Newspapers and magazines’ print versions have seen major declines in readership and circulation since the mass adoption of the Internet (and the expectation of many web readers that content be free). One major example of media convergence has involved the newspaper and magazine industry, and to some extent book publishing. It also expands, accelerates and facilitates its distribution, often with associated cost savings. . Over time, news outlets recognized the value of integrating new media to deliver real-time content and boost the reach of advertisers. They should be exploited in order to develop immersive environments able to enhance users' experience in content consumption. Today, there are many such technology examples like Blogs, social media, news sites, video sites, forums and others wherein like-minded people can be targeted.. A seamless interconnection of different media and their smooth interplay is part of the dominant social imaginary of media convergence, since convergence is expected “to allow user experiences to move fluidly through multiple content and devices” (Tavares & Schofield, 2016, p. 246). Henry Jenkins describes convergence as ‘a situation where multiple media systems coexist and where media content flows fluidly across them’ (2006: 282). Media content From the perspective of a producer (a professional) convergence is top-down and corporate driven process. 5. Innovation Actions – Media and Content Convergence: opportunities for new personal and immersive experiences. When more and more different kinds of media are transformed into digital content, as Jenkins notes, “we expand the potential relationships between them and enable them to flow across platforms (Jenkins, 2001).” Figure 1.7 . ICT-19-2017: Media and content convergence Deadline: November 08, 2016 The scope of the proposal is demonstration and validation of new technologies, services and solutions through large scale demonstrations, pilots or close-to-market prototypes exploiting the convergence, interoperability and integration between broadcasting, broadband Internet-based services, audiovisual and social media. 6. This has led to an increase in the competition for consumer’s time and attention that the content creators face. Das Studienprogramm Master Media and Convergence Management vermittelt zentrale Kompetenzen in den Bereichen Medien und Kommunikation, Management und Marketing und in der Technik. Content in media convergence ensures that people are reached with the right message, individual, and time. Such enablers permit the collection of users’ behaviour through several feedback channels facilitating hyper-personalised services, novel forms of participatory content for e.g. Media and communication industry regulations and ethics were also contemplated … The expression ‘new media’ has been in use since the 1960s and has had to encompass an … In addition, media convergence is an inevitable result of the development of media. Media convergence is something that impacts us all, and such has become the way of life, that society adapts and changes accordingly. With the advent of blogs, mobiles and emails the consumers are exposed to large amount of unbranded content. … Convergence among different communication and delivery platforms offers unprecedented opportunities. A digital photograph, for example, can be shot and circulated globally within seconds via the Media convergence has been happening at such a dizzying pace in the early part of the 21 st century, it’s easy to forget that the media landscape was changing and adapting throughout the 20 th century too. First we started only with written letter, then we proceeded to the ones that were typed on a typewriter, followed by the Fax and email, to the point where we now send a video or voice messages. The convergence of media and content enable new roles for the users as procumers (i.e. We are not the center of the universe and our content, media and channels are merely servants of business goals, the customer journey and relevance as a way to revenue. producers/consumers) that actively communicate with and within the media. Convergence among different communication and delivery platforms offers unprecedented opportunities. For most of the 20th century, media content was delivered through particular platforms, such as books, newspapers, magazines, radio, television, cinema, and video games. They should be exploited in order to develop immersive environments able to enhance users' experience in content consumption. The Story Exchange exhibition offers visitors an insight into creating content convergence as part of the Taiwan Creative Content Fest. Content can be mixed-and-matched to fit new contexts. the list goes on and on. The convergence and digitalisation of media content made keeping to the copyright framework difficult as copying, gathering and circulating content was much easier and finding a equilibrium of public and private in the production of intellectual and creative content was challenging (Simons, 2011). 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