Tech convergence
- 1. Film Audiences and Institutions Technological Convergenceexam question
- 2. Impact of technological convergence on film institutions and audiencesProductionDistributionMarketingExhibitionTargeting of specific audiences (British)Audience consumption and behaviour What exam concepts are relevant?Converged Technology
- 3. Proliferation of hardware and content
- 6. Synergy
- 8. Specific, named target audience groups
- 9. Audience consumption and patterns of behaviourTechnological convergenceTechnological convergence refers to the systems of technology by which the media is produced and distributed to reach its audience Technology has converged (ie come together) to enable audiences to communicate , consume and interact with the media, and create their own media through one piece of technologyThis has made communication, consumption, interaction and production a more convenient, more portable, and more integrated experienceConverged technology has its pros and cons however; it can be expensive, difficult to use, quickly obsolete and limited in qualityIt can also save consumers money, and be cost effectiveFamilies, professionals and teenagers are the most prolific adopters of converged technologyThis perhaps because converged technology can cater for a range of needs due to its flexibilityThe convergence of technology has enabled cross-media convergence to take place – the coming together of traditionally separate forms of media ie radio can be listened to via the TV, TV and newspapers can be consumed via the web, films or games can be consumed (interacted with) via a phone or a games console,Converged media texts reach audiences and are consumed/interacted with/re-created via converged media technology.
- 10. Examples of technological convergence (ie converged technology) with relevance to film institutions/audiencesComputers Broadband cableCameras – digital, HD, 3D Cinemas (traditional technology with digital projection, HD, 3D capabilityFlat screen, hi-def TVsBlu-ray dvd3D technologyApple and i-tunesSony & Playstation 3Microsoft & X-boxNintendo & WiiBSkyB & Skyplus (use the EPG, internet, email, order pizza, watch tv, watch a film, listen to radio, watch one channel + record another, pause live tv etc) Virgin Media & V+ Box
- 11. Cross-media convergenceThe adoption of high-performance computers, shift to digital platforms, and creation of high-speed computer networks have brought us new ways of doing things. Old barriers of time and space are practically eliminated. You can view, hear, or read virtually anything, anywhere, anytime. The old definitions that provided separation between Radio, TV, Cable, Newspapers, and Film have gone (or are going) forever. The 1990's brought cross media ownership, creating media conglomerates like Disney, Viacom, and Sony. From the consumer view, the Internet has recently changed our favourite delivery systems - Newspapers now provide audio and video (via the web), TV offers interactive chat, and radio has web-cams. This is cross-media convergence – where the media has come together to create consumption experiences that audiences now take for grantedCross-media convergence has created cross-media texts and experiences for audiences to consume and interact with
- 12. Examples of converged media The Internet/ Web 2.0 relies on converged technologyWebsites rely on converged technology (interactive) eg and are examples of cross-media: Love Film, IMDB, Amazon, i-tunes, Youtube, Facebook, TwitterFilms themselves are an example of converged entertainment (animation, live action, film/video, audio, text, graphics, 3D, CGI)Through broadband, streamed or downloaded films (ie converged video, audio, text, and interactive imagery) can reach its intended audience3D films are an example of how converged technology can create high level interactivity between the audience and the text (a truly ‘immersive’ experience)
- 13. Synergy and cross-platform marketingThe process of synergy comes about as a result of cross-media convergence. Synergy iswhen various texts work together to broaden the appeal of a text, to exploit the variousopportunities offered by the film and to enable more effective marketing of a text.The various forms the film is sold in work in synergy with each other eg:The film at the cinema, the dvd and blu ray release with extras, the soundtrack, the game, the book, the comic, merchandising (toys, the web, clothing, interactive technology)Cross platform marketing works via the process of synergy – different forms of promotionacross different media platforms, working together to sell a product. The marketingcampaign is part of the distribution process and accompanies the film’s release. This mayinclude:The film’s website, the use of taglines and artwork, a facebook page, a twitter page, a viral video/email, posters, appearances, promotional events, a TV or radio trailer, the opening night, the staggered worldwide releaseThe film’s narrative image (what is said about it/discussed by audiences) is constructedthrough the combination of the aboveand is generated by word of mouth
- 14. How to start your answerTry to keep a narrow focus initiallyTry to interpret the question first and show some knowledge ie that you know what TC actually isThen perhaps agree with the statementThen answer the question ‘how important?’ Try to quickly identify a range of ways in which it is important. Maybe say – ‘there are 6 key ways in which technological convergence is important for audiences and institutions’ or similarTry to point out that this may be different for different institutions/films/audiencesThen identify the audiences, institutions and film texts you intend to focus on in order to explore your answer further. (From here on, you need to use your case study material to answer the question, so you must tailor what you know to suit the question)
- 15. How to develop your answerExplore each of the key areas that are relevant to TC eg:Production and convergence (3D, independent, low/high budget, post production, audience appeal) Distribution and convergence (various stages of release, different legal distribution platforms, narrow & broad reach, ownership, targeting specific audiences, issues eg illegal downloading ) Marketing and convergence (essential part of release strategy, cross-media, cross-platform, synergy, viral, audience interactivity, targeting of specific, narrow audiences within the core market)Exhibition and convergence (digital cinema projection, 3D cinema projection, blu-ray technology, home entertainment and the future of 3DTV, the tv release, both subscription & freeview, specific forms of converged technology including portable devices, importance of availability of film as a download via i-tunes)Try to compare/contrast your case studies as you go along You will need to keep considering the question ‘how important?’ – is it the same for each film/institution/audience?
- 16. How to finish your answerTry to summarise the overall importance of TC for your 2 case studiesTry to draw comparisons between your case studiesTry to show clear balance between audience and institutional pointsTry to widen out to maybe compare different film industries like Hollywood and UK Try to make some interesting (wider) points about any of the concept areas
- 17. Overall approachType your answer and print it out to hand it inUse paragraphsTry to write simply and clearly in Standard EnglishCapitals for names (channels, institutions, films)Reference your films correctlyUse your notesNo more than 1,000 wordsUse the terminology (carefully and correctly though)Answer the questionMake constant, clear reference to your case studiesCompare, contrast, debate, engage the reader where possibleCheck your essay against the marking criteria:20 marks for explanation/analysis/argument20 marks for use of examples (case studies)10 marks for use/understanding of terminology