MEDIA CONVERGENCE

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WHAT IS MEDIA CONVERGENCE? DEFINITION:

Most theorists agree that in general terms convergence means coming

together of two or more things, however a variety of different arguments
have been put forward in an attempt to define what exactly is coming together
(Grant and Wilkinson, 2009). On the one hand, convergence can be viewed
as coming together of different equipment and tools for producing and
distributing news (ibid.). Jenkins (2006:3), on the other hand, defines
convergence as flow of content across multiple media platforms, suggesting
that media audiences nowadays play a crucial role in creating and distributing
content, and convergence therefore has to be examined in terms of social, as
well as technological changes within the society. According to Jenkins, media
convergence is an ongoing process that should not be viewed as a
displacement of the old media, but rather as interaction between different
media forms and platforms (Jenkins, 2006). Supporting this argument, Deuze
cited in Erdal (2011) suggests that media convergence should be viewed as
cooperation and collaboration between previously unconnected media forms
and platforms. Burnett and Marshall cited in Grant and Wilkinson (2008:5)
explain convergence as blending of the media, telecommunications and
computer industries or, in other words, as the process of blurring the
boundaries between different media platforms and uniting them into one
digital form.

What Is Media Convergence?

The combination of new media and old media within a single piece of media
work the coming together of different media products/technology. For
example, video gaming using old media (television) to play games from new
media technology in the form of a games console (e.g. Xbox, Playstation,
etc.), rather than simply watching programmes or films. Another example, is
using a mobile phone to listen to music, using the old media idea of personal
music players, but applying it to the new media ideas of a mobile phone that
incorporates multiple platforms of media technology. (explored more later on)

Importance of MEDIA CONVERGENCE IN MALAYSIA

Media convergence has proven to be a focal point in many countries,
including Malaysia. In fact media convergence has changed the landscape in
the way Malaysians read and seek information. To go one step further, ever
since the 1990s when Malaysia had created an agenda for a national Internet
platform, media convergence has changed the way Malaysian

youth, especially Generation Y is looking at gaining knowledge and

awareness.

EXAMPLE OF MEDIA CONVERGENCE IN

MALAYSIA
Media Prima Berhad is a subsidiary media corporation that controls several
television networks, newspaper, and radio stations and is linked to Malaysias
ruling party UMNO. Media Prima controls English newspapers such as New
Straits Times and Malay Mail, as well as Malay papers like the Berita Harian.
This company is the biggest media group in Malaysia, owning roughly 54% of
Malaysia

television

viewership

and

controlling

market

share

of

approximately 29%. Television channels such as TV3, NTV7, 8TV, and many
more, while radio stations for example Hot FM and Fly FM are owned by this
company. Besides Media Prima, another media corporation is the Radio
Televisyen Malaysia (RTM) who controls 17 % of the television audiences.
The government owns RTM and operates a number of radio and television
stations in Malaysia. RTM runs 8 national, 16 states, 7 district radio stations
and two-television station at present. (Netto, A 2007)

The political parties and their investment companies control the major
newspaper in Malaysia. The Utusan Melayu Group, which is owned by
UMNO, publishes three Malay language dailies and has strong ties to former
Prime Minister Mahathirs party. The major English newspaper, The Star and
New Straits Times (NST) is also owned by the political parties. The Star which
has a daily circulation of 302,658 and 310,950 on Sundays (The Star Online
2008) is owned by the MCA meanwhile the NST which has a daily of 2.542
million (NSTP 2007) in Peninsular Malaysia is owned by UMNO (Press

Reference 2007). Besides The Star newspaper, MCA also controls four other
significant media press companies Sin Chew Jit Poh, Nanyang Siang Pau,
China Press, and Guang Ming Daily. Meanwhile, Tamil newspapers such as
Malaysia Namban, Makkal Osai and Tamil Nesan are all owned by the MIC.

MEDIA CONVERGENCE: OPPORTUNITIES AND

CHANLLENGES

Media convergence have become a vital element of life for many people. With
the development of technology in different platforms and operations such as
television, Internet and mobile communication, audiences have had both a
bigger choice of media and a life which media technologies has made easier.
However, one question needed to be asked whether or not media
convergence bring opportunities and challenges to the industry and society
itself.

On the one hand, in term of industry, with the development of technology, the
cost of products and software was lowered. Instead of having different news
crews for every medium, one converged media operation can use the same
reporters and staff to produce stories for, television, telecommunication and
Internet mediums. By combining each mediums resource, a converged
operation can increase the quality of its product. As a result satisfaction of
customer is increased, which leads to a larger audience. From the publics
standpoint, the increased convenience of information provided by converged
stories makes using the media a better experience.

Beside, in term of society especially, media convergence causes the

fragmentation of audiences for news. Nowadays, people talk about not having
enough time to everything they want in a day or doing more than one thing at

one time. Convergence lead the media is more interactive and audience
participation is encouraged. In addition, greater audience engagement can
help to enhance the way people experience the media. Moreover, with the
interactive World Wide Web, audiences are able to download and share
music, video , photo via social networking and become media produce.

On the other hand, media convergence bring many challenges . Audiences

complain about information overload and they can be overwhelmed and find it
difficult. Furthermore, the rapidly changing of technology has obstructed
audiences activities. People lack of skill to take full advantage of new media
especially old people and disable. So will an audience so used to traditional
forms of media embrace a new way of receiving information? In addition ,
media companies pursue audiences by greater benefit from maketing and
advertising through cross-selling.

While the future of converged media seems very bright, its proprietors will
have to ask themselves some questions: Will the new technology that is
anticipated be as revolutionary as people expect? Will the investment in
convergence be profitable enough in the short term, or in the long term? What
competing technologies should be utilized in order to produce the best media?
Will converged media be successful in a world marketplace?
Those are few of the many questions posed by the growing trend of media
convergence.

Conclusion
These multiple forms of media convergence are leading us toward a digital
renaissance a period of transition and transformation that will affect all
aspects of our lives.

Media convergence is sparking a range of social, political, economic and legal

disputes because of conflicting goals of consumers, producers and
gatekeepers. These contradictory forces are pushing towards cultural
diversity, homogenization, commercialization and towards grassroots cultural
production. Henry Jenkins

Media Convergence is what makes humans dependent on media. The

convergence of media products/technology means that, in theory, we do not
have to leave our homes as (almost) everything can be achieved at the touch
of a button. The digital renaissance will be the best of times and the worst of
times, but a new cultural order will emerge from it...

WhatisMediaConvergence?
The term "media convergence" may not be as familiar as it
shouldbe.Intoday'sinformationage,weareallsurroundedby
examples of converged media. Collaborations between
consumer online services and broadcast media, like MEDIA
PRIMA.ASTRO,havebroughttheInternet totelevision and
vice versa. However, the implications of this trend go far
beyond just repurposing the same material for different
mediums.Convergencewilleventuallyleadtothefusionofall
forms of media, resulting in the creation of an entirely new
medium. Today, it is already happeningbetween television,
radio,printandtheInternet.Thestateofmediaconvergenceis
always evolving, but its best application likely will be with
computers,utilizingtheendlesscapabilitiesoftheInternet.

HowisConvergencebeingdone?
Themostobviousformofmediaconvergenceisthemegameld
betweencompanieslikeMicrosoftandNBC(mentionedabove.)
Thiscollaborationandotherslikeit(CNNSI)justscratchthe
surfaceofconvergence'spotential.Evenbeforetheadventof
MTVin1981,whichcombinedelementsofradioandtelevision,
companies were repurposing the same material for different
mediums.Atruerformofconvergenceisemergingatthelocal
level.Televisionstations,radiostationsandprintpublications
within a market are working together to create websites that
incorporatetheadvantagesofeachmedium.Asinglestoryona
web page can be augmented with video clips, audio clips,
relevantgraphicsandevenlinkstorelatedstories.Converged
mediasitescanbeaonestopsourceforallaspectsofanews
storyorevent.NationalnewspaperssuchastheNewYorkTimes
and Washington Post have joined the trend, partnering with
ABCandNBCrespectively.

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WhyConverge?
Television, radio and print media have been bitter rivals for
decades,withtheInternetrecentlyjoiningthebattle.Besidesan
efforttoaddconsumerservice,thesetraditionalenemieshave
combinedformanyreasons.Mostimportantly,convergencewill
allowmediaoutletstotrimthebottomline.Itwillalsoincrease
the visibility of each organization to the public, a form of
advertising.Ultimately,itishopedthatcollaborationwillgive
morecredibilitytoallcompaniesinvolved.

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