Convergence and Synergy Essay

"Cross media convergence and synergy are vital processes in the successful marketing of media products to audiences."

To what extent do you agree with this statement in relation to your media area?

I agree with the statement due to the fact that cross media convergence and synergy are vital to a successful marketing campaign for media products such as various movies, TV shows and other media products that capitalise on convergence to promote their media products. For example movies will use YouTube to post trailers, interviews, soundtracks and behind the scenes footage to promote their film. Another example of films using convergence to their advantage is using social media to promote their product. Social networking sites are used by millions of people a day and are a vital part in companies reaching out to people and trying to selling their product. The company that is making the product will make a Twitter page, Facebook page etc. Another example of cross media convergence is celebrity's social networking pages. Most 'famous' people now have social networking page in which they talk about the film/ TV show they are starring in, for example a celebrity's twitter page such as Tom Cruise is not verified, meaning it isn't ran by him, it is run by representatives that don't post updates on his personal life, but promote either his career of his upcoming films.

Synergy is where a film works with a company to promote their film. Sometimes a film company can work with a magazine to publish an article about the film. Doing this inevitably shows anyone who buys the magazine, information or an advertisement of the film, this occurred when Dawn of The Planet of The Apes was in a 5 page spread in a magazine.

Another example is The Woman In Black, which made deals with Social media sites Twitter and Facebook, this is due to the fact that Twitter and Facebook are currently the largest social networking sites. This means that the 1 Billion Facebook and Twitter users will see advertisements for the film which will inevitably expand the films reach. However, due to the fact that Daniel Radcliffe is the antagonist, this may make Harry Potter fans who enjoy his acting watch the film, meaning synergy and convergence isn't vital as there is a possibility that the A list star will create enough publicity. To further argue, this means that the fans of Daniel Radcliffe will see his social networking pages and see his involvement in the film which may indicate that the actor is an aspect that makes synergy and media convergence a success.

Synergy is most often used by bigger companies as the different elements of them (Often a media conglomerate) work together to promote linked products across different media. For example, The Walt Disney Company owns many companies in numerous places: Film, Internet, Music, Broadcasting, Publishing and Recreation and can use the ownership of these companies to their advantage. The ownership of the ABC network (One of America's largest network) allows them to show as many adverts for their media project as they want. Which extends their reach. The radio company 'Disney Radio' and the ownership of Hollywood records, helps promotion further. For example when Disney released High School Musical they later released a soundtrack for this film, by doing this they are able to widen their platforms of what to sell due to them now having a movie and a CD, both based on one thing.