Media Terminology

 Technological convergence refers to the process where new technology is moving towards single platforms delivering multiple media outputs that can be used to reach audiences, for example, a PS3's primary function is video gaming but you can download and watch movies from Amazon Prime on it and also watch catch up TV and music videos. Convergent technology is technology that allows an audience to consume more than one type of media from a single platform.

Lots of aspects of the internet e.g. social networking, YouTube, online editions of newspapers and magazines are convergent but candidates cannot quote the internet as the sole aspect of their answer. Their answer needs to be linked into the media area they are talking about (Film, Music, Magazines, Newspapers, Radio, Video Games). E.g if they were talking about newspapers you could link in to their online editions and talk about how this differs from the traditional paper version and the opportunities it presents or if talking about film, candidates could, for example, point to Facebook campaigns advertising a film or viral marketing spread via the internet.

Digital projection is convergent technology because films that are produced digitally have moved away from the physical film medium and can be supplied to theaters in digital format (lower costs for distribution versus higher start up costs for theaters switching to digital technology). As the film is in digital format there are also cost savings as potentially less work needs to be done on the film to get it onto Blu-Ray, DVD, internet trailers etc as no physical conversion needs to take place because the film is already in digital format.

 Cross Media Convergence is really a Business Studies term and refers to companies coming together vertically or horizontally (or both). The example often cited in exams is of Working Title making use of its parent company(s) to gain access to bigger stars and a better distribution network for their films.

Synergy basically means working together to achieve an objective that couldn't be achieved independently. Cross-media convergence can help with synergy if companies are wise enough to take advantage of the links they have forged. Disney is an obvious example of a synergistic company from the top down from Film Studio to Kids' TV Channel (where it further plays and promotes its films) to the Disney Store (in the street and online) where your kids can pester you to buy all the merchandise and DVDs/CD's they've seen on the TV/Web or in the cinema.

Tech convergence: Is where a single device enables the user to perform more than one (expected) task or role E.g. the iPhone let's users call, access Twitter, scan 3D bar codes and access augmented reality content, run app's made by Media institutions, Take photo's, access websites. Thus, technological convergence means accessing and interacting with your chosen media in more than one way and being able to do so on one device rather than many.

Media Convergence: (Not 100% on this) Media institutions delivering their product on more than one media channel. E.g. A magazine firm (say) Grazia or Heat also having a web presence, Twitter, YouTube etc. Same concept but with a focus on media institutions instead of technologies.

Synergy-2 or more brands coming together to promote a specific event or product together, thus broadening their audience by reaching the audience of their partner brands as well as their own audience. E.g. Beats by Dr Dre headphones are made by Monster and marketed under the Dr Dre name. Lady Gaga and Justin Bieber have also released under the "Beats" name, therefore people who wouldn't usually buy Monster or Dr Dre products are now attracted to and buy into the brand. Lots of case studies for Grazia e.g. Grazia with Estee Lauder during London Fashion Week.