Convergence of Media

Introduction to convergence:

The Gutenberg era is more than. A new electronic communications engineering has emerged. Convergence is introduced as a technological power majeure. In the 21st century it appears to be just about difficult to adhere to developments in engineering, business or journalism without the need of encountering the phrase convergence. An digital superhighway is starting to girdle the globe as voice movie and information converge, bringing in their wake a new basket of electronic, multimedia and interactive communication technologies.

The expression convergence has generally been employed more than the last ten years to describe the processes by way of which technologies, this sort of as computers, telephony, and broadcasting have appear jointly to spark the so-identified as ‘communication revolution’. It delivers things jointly in a frequent format or in the very same place. In frequent parlance, it signifies the coalescence and melting of ordinarily separated communications. It denotes a general phenomenon- the ongoing results of electronic engineering in media and communications. The functions of convergence are that it is pushed by engineering, is a potent power for transform, and is world, possible and unpredictable.

There is a powerful feeling of proliferating back links in the communications sector, telecommunication organizations, print media businesses, net services providers, and details publishers and suppliers, between a lot of other elements are component of this sector. The conventional boundaries that circumscribed the roles of conventional stakeholders in the news media no extended exist. This revolution has been tremendously hyperbolized by a quantity of influential commentators in sector, government and academia.

Convergence has been most manifest in the electronic communications surroundings with the merging of the laptop or computer, tv, and telecommunications industries. All those vying for a slice of the marketplace include phone, cable tv, entertainment, broadcasting, and newspaper organizations, as nicely as satellite, application and laptop or computer organizations. A single of the elementary drivers of this convergence is reader’s need for accessibility to information at any time, everywhere.


Consequences of convergence:

At its most general, convergence is the breaking down of outdated barriers that as soon as divided communication along numerous proportions: in between sector and sector in between apps and apps in between producer and purchaser and in between place and place. A transform is getting location in the usage of media technologies. Consumption convergence tends to make a transfer absent from the conventional method of media usage. What was as soon as a solitary and singular action, e.g., early radio listening, has changed into a shared, collective working experience not just of media information reception but also in the type of media texts acquired. What tends to make usage convergence distinctive is that the consumer is having to pay awareness and is alert to competing media at the 1 time. With the convergence of media technologies, early investigate in the industry suggests that the use and usage of media technologies, both equally outdated and new, is being irrevocably remodeled. Competing newspapers and tv stations from alliances to satisfy a range of technological, editorial, regulatory and marketplace-dependent chances and worries. Now, media convergence is sparking a vary of social, political, economic and authorized disputes due to the fact of the conflicting ambitions of shoppers, producers and gatekeepers. With media convergence, new types of media use have emerged: consumers can boost a media face by managing the streams of details and have the ability to interact with not only the media by itself, but also the information service provider and other consumers. The implication is that shoppers are getting fewer and fewer dependent on any solitary media type and fewer and fewer loyal to any solitary media type. They can get what they need when they need it from whichever media supply is out there.

Positive aspects of convergence:

Media information creators could choose gain of this prospect to make information that is especially created for usage in a unique context, particularly novel or abnormal contexts. For information providers, media convergence also indicates that imaginative information will only have to be developed as soon as, not numerous occasions for the different media formats. This far too, will preserve information providers time and cash in the prolonged operate.

For information providers, the change to convergent media may perhaps initially be highly-priced, as they will have to devote in new equipment. But in the prolonged operate, it will open up up much more choices. As of now, tv adverts are normally very elaborate, but the working experience is very passive. Viewers can not basically click on on them if they want much more details or want to invest in the product being mentioned as they can on the net. With converged media, it would be feasible to combine both equally types of ad into 1, allowing for for both equally elaborate displays and advanced interactions. The addition of informational bits to the media stream, in blend with these all-in-1 devices, will permit information to be much more custom made to the viewer’s requirements and desires. The system may perhaps have some type of filtering agent that only shows adverts that are of fascination of the viewers.

Views in opposition to convergence:

Convergence developed unpredictability. Previously the behaviour of the media shoppers could be predicted with some diploma of accuracy. But in the new earth of converged media technologies and information, it is far much more complicated to predict which of the a lot of media types any demographic will be having to pay awareness to at any presented time. The options are far much more several, which tends to make for a large vary of permutations.

Convergence delivers a even further complication it signifies the owned/branded information is most likely to be sharing place with unbranded or purchaser-developed information, particularly on interactive technologies this sort of as a laptop or computer or a cell cellphone. The purchaser-developed information may perhaps be a text concept or an e-mail, blog or instant chat. The actuality that shoppers them selves can develop and distribute media information tends to make things even much more predictable, particularly for branded media information. The branded information entrepreneurs do not just have to compete in opposition to every other they also have to compete for consumer’s time and awareness in opposition to common shoppers who are also developing information. Manufacturers no extended know just which sector they are functioning in, whom they are competing in opposition to and with what applications.

On top of that, convergence tends to make daily life much more sophisticated for publishers due to the fact they have to react to other rivals and modifying requirements and modifying media usage of their usage goal groups.

Regulation and Legal Areas:

Convergence provides a problem for broadcasting coverage. Technological transform is a element of the media industries, but shifts in engineering and the emergence of new media markets have developed new uncertainties. The speed of technological transform in media and communications may perhaps raise in nearby long term. For example, the repercussions for broadcasting coverage of cheap, ubiquitous, worldwide broadband networks would be far achieving. Know-how transform has ramifications for a lot of particular regions of media regulation, accessibility to spectrum, the definition of electronic tv expert services, ownership and regulate, and information regulation.

The convergence of the telecommunications networks, media distribution networks, and the net all through the last ten years raises vital thoughts about where the locus of regulate should to lie with respect to these converged networks, the degree of regulate that governments and others should to exert, and the connection in between countrywide and worldwide law. To day, regulatory regimes have handled a few modes of communication very otherwise. Very first, the law has handled the transmission of voice and information more than the conventional telephony networks as subject matter to sizeable countrywide regulation and certain worldwide coordination. Second, the law has regarded as information transmitted more than myriad networks as subject matter to a individual routine of media rules. 3rd, communications more than net protocol dependent networks have, in their heritage, generally been left mainly unregulated, for a range of motives, in an overtly authorized feeling, but subject matter to a lot of fewer official types of regulation by private and public entities.

The expansion of the great importance and the scope of the net, as nicely as its rising ability to transmit loaded information streams throughout geographic boundaries, current a conundrum for the law by causing a convergence of technologies and complicated the outdated country state dependent regulatory routine.

There are numerous difficulties that affect the alternative of insurance policies that govern the conventional communications networks and net protocol-dependent technologies. Main between these difficulties is whether or not telecommunications and media law and coverage should really be used to net-dependent technologies as it is whether or not the telecommunications and media principles should really be adapted to the new surroundings and then used to the converged technologies or whether or not individual regulatory regimes should really exist to deal with these two types of networks otherwise. Alterations in communications engineering will require coverage responses.

The instructions and velocity of convergence are unclear, but the actuality of continuing transform in the media and telecommunications industries is certain. In contrast to telecommunications, broadcasting coverage has been, and continues to be, characterized by highly prescriptive regulation. The legislation concerning the introduction of electronic tv tries to mandate particular tv formats and expert services.

Convergence law in India:

The Supreme Court docket in the circumstance of Secretary of the Ministry of IB v. The Cricket Affiliation of Bengal[1], for the very first time went into the dynamics of digital media. The circumstance associated to the denial of up- linking facility to private broadcasting business, to which the Board of Cricket in India experienced presented proper to telecast cricket matches. The conclusion held in this circumstance laid down the basis of the autonomy of the broadcasting media in the place. The court declared in crystal clear words that Air Waves are public house and their use is to be in public fascination and identified as on the Parliament to enact the individual Broadcasting act in the place. The judgement thus types the genesis of Convergence in place. Subsequently different functions to regulate Cable TV and Broadcasting Invoice along with the notification of the Prasar Bharti arrived to be of considerably great importance. The Broadcasting Invoice of 1997 is a step in direction of supplying a regulatory mechanism to supervise the rising broadcasting media.

In December 1998, a group less than the chairmanship of the Finance Minister to expeditiously put into practice the telecom coverage 1999 whilst getting into account the increasing convergence in between telecom and IT. Accordingly, a group on Telecom and IT convergence was duly constituted less than the chairmanship of the Finance Minister by Governing administration of India notification dated December 13, 1999. The group advisable the formulation and implementation of Communication Convergence Invoice, 2000 which is even now pending in the Parliament.


It can be inferred that convergence is even now in its starting levels and for entire electronic convergence to develop into reality we’ll need to see technological changes in each and every stage of the details infrastructure.

Convergence is here to continue to be and previous ‘single media’ publishers have to remodel them selves to Facts Vendors or Entertainment Vendors. Media sector is 1 of the most rising branches but existing gamers have to adapt to modifying requirements and to modifying media usage and the new gamers would have to look for co-operations or acquisitions in the conventional business.

There is need for utilizing the convergence law thinking of the vast technological developments getting location in the industry and to govern the use of emerging technologies in telecom, details engineering, and broadcasting. With engineering blurring the strains in between telecommunication and broadcasting, a extensive law governing both equally is vital. So the Communication Convergence Invoice of 2000 should really be introduced into result quickly to regulate the situation of convergence in the place. Companies should really be engineering agnostic, not hampered by extremely highly-priced fees this sort of as licence expenses or other imposts that tilt the participating in industry in favour of any 1 engineering more than the other. Unified licensing, larger overall flexibility in spectrum allocation and reduction in license charge are all commendable strategies and need to be regarded as on a precedence basis. 

[1] (1995) two SCC 161