This document discusses several topics related to media convergence for an upcoming exam, including: the issues of media ownership; new production, marketing and distribution technologies; the impact of increased content and hardware on institutions and audiences; how technological convergence affects institutions and audiences; targeting national and local audiences internationally; and the importance of cross-media convergence in production, distribution, and marketing. It also provides example exam questions and discusses classifying films by certificate.
2. Topics for exam
» The issues raised by media ownership in contemporary media practice;
» The technologies that have been introduced in recent years at the levels of
production, marketing and exchange;
» The significance of proliferation in hardware and content for institutions and
audiences;
» The importance of technological convergence for institutions and audiences;
» The issues raised in the targeting of national and local audiences
(specifically, British) by international and global institutions;
» The importance of cross media convergence and synergy, in
production, distribution and marketing;
» The ways in which the candidates’ own experiences of media consumption illustrate
wider patterns and trends of audience behaviour.
3. Cross Media convergence
is exactly how it sounds…
» Producing, distributing and
exhibiting across different media’s
» Overlaps technological
convergence
» How do independents and
conglomerates make use of a range
of platforms?
4. Case studies – what year
were these films made?
» The Dark Knight
Studio?
» Slumdog Millionaire
» Paranormal Activity
» Monsters
» Alice in Wonderland
» Toy Story 3
» The Expendables
» Kung Fu Panda 2
» Shifty
» The Boat That Rocked
» The Quantum of Solace
5. Activity 1: Worksheet
» What impact potentially could cross
media convergence have on:
» Production
» Distribution
» Exchange
6. Production, distribution and
exchange
Production Distibution Exchange
Conglomerates – Advertise across Different ways to
3D, IMAX, 2D thanks radio, TV, posters, mo watch film – triple
to digital technology. bile Phones, Internet. play, blu-ray, DVD,
3D DVD,
Independents now Advances in Give indies a chance
able to engage with technology have to recoup their
CGI graphics meant that money through DVD,
independents can sky deal and TV
cross media deals.
converge on some
levels.
Exploit some
investments like Film 4
7. Activity 2: Exam question
» Read through this cross media
convergence answer.
» What grade would you give it?
» Why?
10. Issues in targeting an
audience
» Print costs
» Where to show it - Niche films have small
audiences but can have high yield
» Film reviews
» Advertising
» Types of films – does it appeal to everyone?
» What certificate it receives…
12. BBFC Classification
» Crucial stage to Film Distribution
» Produce a set of guidelines
» It is self regulatory
» Film makers and producers have
limited control
» It could targeted and promoted for
a 15 audience however could get
an 18 certificate by the BBFC!
14. Activity 4: Certificates for
films?
» What power does the council have
over BBFC?
» Internet activity
» What certificates did our films
receive?
15. Activity 5: True/False? Why?
1. ‘Media production is dominated by
global institutions who target their films
to national audiences’
2. ‘Media exhibition is dominated by
global institutions who target their films
to national audiences’
3. Digital technology will give power in
media production, marketing and
exchange to the independents’
16. How to answer a question
1. Introduction -Engage with the question
2. Point, Explain (pretend the examiner
knows nothing!), Evidence
3. A detailed example/case study must be
used
4. Compare and contrast Independent and
conglomerate
5. Conclude
17. We must look at it from 2
perspectives
1. Conglomerates (NBC Universal - General
Electric, Sony, Viacom, AOL-Time-Warner)
2. Independents (Warp films)
