The idea that, because the progress of technology various different types of media (e.g. Computer, Television, Radio and Newspaper) are combining into a single media form.)
For example, television and computer technology are increasingly becoming the same. Websites have video on them and the Internet is an important part of the offer of most broadcasters. Computers and network technology has allowed television to offer "video on demand" services moving away from traditional "linear" or scheduled television.
Equally the Internet has become important for newspaper publishers. Newspaper has been a dying format for years - it is very difficult to compete with newer media that gives news up to the second when you present yesterday's news tomorrow on a sheet of paper. Consequently, a lot of newspapers have started to concentrate on producing Internet offerings. Increasingly as technology improves, these also offer video services - a move onto the turf of the traditional broadcasters.
The improvement in mobile technology has also allowed a lot of these services to be delivered to mobile devices as well bringing the operators of mobile networks into this convergence.
Convergence in terms of the Music Video
Convergence is growing ever more popular and essential for record labels and artists to distribute their music, including music videos.
Music videos were predominantly played on television, on music channels such as MTV, but over the years it has changed dramatically.
You can now download or stream music videos anywhere, in a variety of different ways.
Audiences now consume music videos from things such as:
Ipods – The development in the ipod now means you can download or stream music videos and consume them anywhere, from your back garden, to on the train or even whilst having a bath.
smart phones – The development in smart phones (mobile phones) has been incredible. You can now carry round a small device that works the same, and has all the functions of a computer. Within minutes you can download or stream a music video with great picture quality.
Ipads – Ipads are the newest gadgets to hit the market, and again are an easy travel computer.
iTunes
iTunes was introduced by Apple Inc. on January 9, 2001.
iTunes is a proprietary digital media player application, used for playing and organizing digital music and video files. The application is also an interface to manage the contents on Apple's iPod and iPhone lines, as well as the iPad.
iTunes can connect to the iTunes Store to purchase and download music, music videos, television shows, iPod Games, Audiobooks, Podcasts, movies and movie rentals (not available in all countries), and Ringtones (only available on iPhone and iPod Touch 4th Generation). It is also used to download Apps from the App Store for the iPhone, iPod Touch and iPad.
Within seconds you can download a whole album in the comfort of your own home, without having to take a trip to the local music store.
The Internet
Youtube.com
The internet has become the biggest and most popular way of consuming music videos.
Youtube.com is home to millions of videos, from music videos, to interviews and homemade videos people have uploaded.
You can search any music video in the world and the majority you will find in seconds.
Artist are becoming more and more well-known through youtube as people can quickly find new singles, music videos and interviews an artist has done.
Youtube has now taken over the search engine google.
You can type in an artist’s name or a name of a song and straight away will find a link to youtube very close to the top of the page.
It is a quick and simple way to consume music videos and slowly the internet will overtake music channels.
Youtube also helped spark many music careers for people such as Lily Allen & Justin Bieber. Justin Bieber would post videos of himself singing, got spotted by Usher and is now the most successful male artist today.
Youtube is not only for audiences to consume music videos, but for artists to promote themselves and their music.
Social Networking Sites
You can also easily share music and music videos over social networking sites such as Facebook and Myspace.
Facebook allows you to copy and paste a link from youtube and within a split second can share it with your whole friend list.
Friends can post videos to each other and comment, or you can simply post the link for everyone on your friends list to see. This spreads the word of new or current artists very quickly.
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