Radio Revision Session: covergence, synergy, proliferation

You need your purple sheets and table of radio terminology

 

 

CONVERGENCE DEFINITION:

 

More than one platform available on the same device e.g. smartphones are converged devices as they act as a phone, mp3 player, internet browsing device, can store and stream video, games console, can download apps.

 

SYNERGY DEFINITION:

brands, institutions, stars, advertisers etc working together to share audiences. Audience, institution and advertiser all benefit e.g Absolute synergy with Skyfall helped Absolute expand audiences- audiences increased as they listened for a chance to win £20,000

 

Remember that you cannot discuss convergence and synergy without touching on TECHNOLOGICAL PROLIFERATION

 

PROLIFERATION DEFINITION:

 

Fast, steady growth.

 

Technologies such as smartphones and tablets are made by an increasing range of competitors and so become faster, cheaper, easier to use, more accessible to lower income audiences, better looking.

 

KEY POINT:

Convergence and synergy happen BECAUSE interactive technologies have proliferated over the last decade.

 

Technologies that encourage audiences to create user generated content and communicate with institutions have become widespread and accessible to the point where audience habits have reshaped.

 

Institutions take advantage of our new habits and cater to them- it is easier for them to gain brand loyalty if they conform to existing habits rather than try and force listeneres to change.

 

The convergence and synergy examples you are asked to refer to in the exam are the results of technological proliferation.

 

EXAMPLES:

 

SYNERGY: Technologies and brands share audiences e.g. Absolute often run competitions to win iPads as this will encourage audiences to listen online and download the station apps. By giving away iPads they are making the technology proliferate.

 

CONVERGENCE: Live feeds, streaming video, mobile content (apps, games, audioboo), twitter all can take place because the technologies have proliferated. Twitter also encourages exchange and user generated content.

 

TASK: UPDATE OLD POWERPOINTS WITH NEWER EXAMPLES OF CONVERGENCE AND SYNERGY FROM ABSOLUTE AND BBC WEBSITES. REMEMBER WITRH BBC IT WILL MOST LIKELY BE CROSS-PLATFORM PROMOTION.