Impact of Convergence

Convergence is the melding together of technologies. In terms of the broadcasting industry, convergence results in what is called multimedia–where different media forms become integrated.

Seen: Online, through a television news station’s website in the form of streaming video, print, blogs, etc.

Example: Viacom is relaunching all of its CBS station sites with prominent video and daily lunchtime Webcasts.

Fox is going to send news via wireless products in the form of news alerts on cell phones, iPods, etc.

According to an article titled "From The Set To The ‘Net" advertisers are cutting back their spending on televison ads in favor of advertising online and through technological advances like the iPods and cell phones. They spent $12 billion on online advertising in 2004. That number is said to increase to $25 billion in the next 5 years, according to Merrill Lynch.