Media Convergence and the audience
What is Media Convergence?
Media Convergence is a concept that discusses the interaction of old media with new media. With the growth in technology, we have entered what is labeled as the ‘digital age’, often looked upon as a technological shift, which gives boost to new opportunities as well as threats. Today, we have both offline and online media, along with emerging channels. Online media is the most common form of communication and promotion nowadays while offline media too, is widely used by brand managers as it offers a greater competitive and creative edge. As far as emerging channels go, we have new channels pouring in almost everyday as a result of enhanced competition.
The Need for Media Convergence:
The greater the competition, the greater is the demand that the old modes of communication go through the required reformation phases and develop into newer and better ones as people get bored by being exposed to the same old ways of communication over and over again. Instead, people believe in what appeals to them the most.
Likewise, new and innovative ideas of communicating the same message, is the demand of the changing technology which plays a significant role in transforming the ideation of today’s generation; the generation that believes in listening to radio over mobile phones and live chatting via internet. In fact, in high-tech developed countries of the world, television sets have been facilitated with internet and with the help of Personal Area Network (PAN) technologies that use an integrated chip which allows operating systems from home.
Different Views on Media Convergence:
Jenkins, an American media analyst, in his book “Convergence Culture”, demystifies upon digital revolution and the fact that new media can not be used as a means to replace old media and that the convergence of both, is a cultural shift rather than a technological one which is dependent upon the vigorous involvement of people who work in different kinds of social dynamics that have a deep impact on their likes and dislikes.
Media Convergence and the Marketing Mix:
In the present day, the audience that an organization has to cater to is the type that needs innovation instead of recurrence.
Likewise, an organization needs to do the same, profitably. This means that providing their target audience, the right kind of product, price, place, and promotion is a mix that has to be chalked out with great precision and absolute discretion. Satisfying the target audience is what counts the most and that too, to the level of delight.
It is then that the objective of a marketer is achieved, and the convergence of media (offline/online) indeed helps one in coming up with new ideas for campaigns that win the hearts of their target audiences. This can also help one gain loyal customers who can help the organization via viral (word-of-mouth) marketing. For instance, when the first GPRS facility in mobile phones was introduced, the word spread around like fire and everybody wanted to have mobile phones that provided such connectivity. Similar was the case of iPods, when Apple Inc. launched it in 2001, which made great sales as more and more people (especially the teenage population) wanted to get their hands on it. 
Therefore, it becomes very obvious that people today are attracted to things that not only look good but are also different from what they used to be years ago. This is where the convergence of media chips in and the options that it has provided to the marketers in formulating better marketing mixes for the audiences are certainly very helpful.
In a nutshell, I must say that the convergence of media has rooted itself, a very significant place in today’s global society. This is because the need of today is to find new ways of putting things together, in a manner that meets the demands of the growing digital world where we have what can be called an up-to-the-minute competition. Hence, in order for any organization to keep up with the pace of competition, it is very essential that it comes up with phenomenally ground-breaking ideas, by utilizing the source of media convergence which can definitely help in them in providing a greater competitive edge.
Appelgren, Ester. Media Convergence and Digital News Services: -Adding Value for Producers and Consumers. VDM Verlag Dr. Müller, 2008.
Borders, G.L.Media Organizations and Convergence. Routledge, 2006.
Jenkins, H. Convergence Culture: Where Old and New Media Collide. YU Press, 2006.
Nightingale, V. & Dwyer, T. New Media Worlds: Challenges for Convergence. OUP Australia & New Zealand, 2007
Sarathy , V. P. Media Convergence: Issues and Experiences. The ICFAI University Press, 2005.
Wilkinson, J. What is Media Convergence? Different Ideas about Technology and Media. February 15, 2009. n.d. <http://www.rthk.org.hk/mediadigest/20030415_76_74280.html>
 Sarathy , V. P. Media Convergence: Issues and Experiences. The ICFAI University Press, 2005, pp34-78.
 Borders, G.L.Media Organizations and Convergence. Routledge, 2006, pp55-84.
 Appelgren, Ester. Media Convergence and Digital News Services: -Adding Value for Producers and Consumers. VDM Verlag Dr. Müller, 2008, pp45-98.
 Jenkins, H. Convergence Culture: Where Old and New Media Collide. YU Press, 2006, pp34-65.
 Wilkinson, J. What is Media Convergence? Different Ideas about Technology and Media. February 15, 2009. n.d. <http://www.rthk.org.hk/mediadigest/20030415_76_74280.html>
 Nightingale, V. & Dwyer, T. New Media Worlds: Challenges for Convergence. OUP Australia & New Zealand, 2007, pp23-67.