The Convergence of Content
“No other sector of the American economy has been so challenged by the Internet and Web than the content industries. The online content industries are organized into two major categories: the print industries (newspapers, magazines, and books), and the entertainment industries (television, movies, music, radio, games).”
More than ever and probably since the introduction of the television and web, our patterns of media consumption have shifted drastically. For brands, marketers, publishers, and media/entertainment companies this means that there must be a major change in not only strategy but also context.
Thanks to technology, the media universe is increasingly fragmented, making it a lot more difficult for brands, publishers, and entertainment companies to push their messages upon consumers, watchers, and listeners. Consumers are in the driving seat when it comes to consuming media and advertising. They are in control of the information and media that they want to receive. For brands looking to engage these consumers it is important they not only provide valuable and relevant content but also adapt the context to the right platforms.
The print and entertainment industries are undergoing a revolution, or also known as convergence.
Newspapers & Magazines
· Online publishers & subscriptions
· Social media newsfeed
· Digital news sources (Buzzfeed, Twitter, Huffington Post, Facebook, Reddit)
TV & Movies
· Cord Cutters
· Live On Demand
Music & Radio
· Streaming subscriptions
· Internet radio
The media and content world is no longer linear. Brands and media companies must focus on providing omni-channel experiences in order to maintain engagement, keep audiences motivated to participate, and increase their market share. As compared to an amusement park, the omni-channel experience has multiple attractions. For brands, an omni-channel ‘amusement park’ would consist of multiple channels. These channels can include the online: web series, podcasts, websites, social, apps…and offline.