This is a key concept which underpins the entire GCSE Media Studies course. Usually, you will have opportunities to embed this idea in Q2 & Q4, marking your response as well informed, with a clear understanding of contemporary media. Subsequently, it is essential that you understand the concept itself and can apply it to the topic of Sport and TV.

There are several definitions that you can use but our old friend William P. Edia suggests:

'Media convergence is a concept in which old and new media intersect; when grassroots and corporate media intertwine in such a way that the balance of power between media producers and media consumers shifts in unpredictable ways. According to Henry Jenkins who is a highly respected media analyst and one of the foremost leading experts on the convergence culture paradigm, as well as, the DeFlorz Professor of Humanities and the Founder and Director of the Comparative Media Studies Program at MIT states that: "the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences.'

e.g. For example, the Wii is not only a games console, but also an internet browser and social networking tool. Mobile phones are another good example, in that they increasingly incorporate digital cameras, mp3 players, camcorders, voice recorders, and other devices

CASE STUDY: CYCLING

As many of you are aware, I am a big fan of cycling. The following is a breakdown which shows how converged technologies have changed the way in which I interact with the sport. The interactive process has intensified in particular with the advent of Web 2.0 technologies.

The 1980s: The Age of Terrestrial TV

Initially, as a fan of cycling, my choices were very limited, so I switched to cycling, which is similar. One or two popular weekly and monthly magazines existed whilst most cycling races were not covered by television. Channel 4 owned the license for coverage of The Tour de France and offered a 30mins highlights package every evening.

The 1990s: The Diversification of Media

During the 90s, one of the big changes in media broadcasting was the introduction of satellite television. The huge number of channels offered via cable or satellite technology allowed for sports diversification e.g. Sports followed by minority audiences could find a platform for exhibition. This allowed me to watch all of the major cycling races and usually live, whereas ten years earlier I was limited to a very short highlights package.

2000+: Media Convergence

The last 10 years has provided me with many new ways to access information about cycling and follow the sport. The internet is clearly a major example of how media convergence with television has provided new opportunities. Equally, mobile technologies like i-phones and laptops have added to those choices.

The direct steaming of content from P2P (Peer to peer) networks such as Bit Torrent and Limewire means that content can be either downloaded or watched LIVE using sites like Justin TV. Although much of this content is illegal, new sites quickly replace those that are discovered and with a site devoted to posting links with live coverage (www.cyclingfans.com) it is easy to find high quality feeds. Equally, social networking tools like forum discussions can run simultaneously alongside live coverage and allows cycling fans to exchange views (quite often rude ones at that) about cycling in real-time.

Perhaps the most obvious example of media convergence re: to cycling in recent years can be seen with the launch of www.cyclingtv/ This is a legitimate, pay service which bids for the rights to provide live content via the internet. The diversification offered by satellite television has been taken to the next level by the internet. The web allows for specialisation as we have never seen before. Whilst Eurosport offers cycling as one of its many services (rugby, surfing, tennis etc) Cycling TV can offer an exclusive, cycling service, with an entire channel of coverage devoted to the sport.

As if this was not enough www.cycingfans.com offers live updates, gossip and news on Twitter. As I am a follower of this service, alongside rss feeds from www.cyclingnews.com, which I have fed onto my Netvibes page, I am rarely unaware of news, gossip and results from the world of cycling. This is at least partly the purpose of what has been dubbed Web 3.0. Whilst Web 2.0 is associated with collaboration, Web 3.0 is an attempt to 'tame the web' in a highly individualised manner and motivated by consumer demand for content tailored to the individual's need. A similar situation exits with Facebook and Ning social networking sites catering exclusively for cyclists and cycling fans.



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