Convergence as defined by John Hartley (2002: 39) is “the integration of telephony, computing and media (broadcasting) technologies and thence the integration of the businesses, markets and the social interactions associated with them�. This concept together with interactivity, “the development of the relationship between person and computer� (Hartley, 2002: 120) provides a new medium for audiences to view and engage content and data. Whilst this concept may be all too inviting, it seems that media content producers will have to carefully consider how they will get audiences to interact. Mark Gawlinski (2003: 206) discusses the notion of ‘lean forward and lean back’. Television is seen to be a lean back medium where audiences play a passive role. Whereas computers are seen to be an interactive, medium or lean forward concept. Therefore, if television were to converge and produce a certain level of interactivity, audiences would have to learn to sit up and lean forward when watching television. Gawlinski concludes in reminding interactive producers that it may be difficult to convince audiences to lean forward and participate in a previous lean back medium.
The aim of interactivity is for audiences to believe that they are interacting with another human being, not a machine (Straubhaar and LaRose, 2002: 23). Interaction is a concept that is a rapidly growing characteristic of converging technologies. For example, televisions that have converged with Internet content provide the opportunity for audiences to actively participate in content selection and retention. Steve Curran (2003: 12) discusses the features of interactive television (iTV) that provide an interactive forum for audiences. ITV will include some 500 channels of television as well as offering consumers the ability to chat, email, play interactive games and order products and services as one would over the Internet. For example, audiences could be watching Sex in the City and ordering their favourite designer shoes simultaneously.
A concern of interactive producers is the lack of revenue generated from converging technologies, particularly ITV and the ability to disregard advertisements as if they were even on television. However, interactive television would perhaps encourage more people to create revenue for online content providers and retailers. The integration of devices will eventually lead to a single terminal that will fulfil all household media needs and desires. Currently Microsoft is conjuring an idea that will provide homes with an “entertainment, sound and vision package that will eventually allow users to enjoy digital media across the home with their remote control� (The Home Front, 2004: 22).
Convergence - Television and Media
Alison Costello 10:35, 29 Oct 2004 (EST)
