The theme of the GRP Symposium (September 25,2008) is "Convergence". But what is convergence? Is it more than just another marketing buzz word?

Literately, convergence signifies ‘coming together in one point’. For media that means that communication technologies and media channels are growing closer towards each other  thanks to the impulse of digitalisation. We now talk more about video as a medium instead of television, because the television screen is no longer the only screen by which video content can be distributed and viewed. Text and still images are not limited to printed media. New mobile communication technologies are an important driver for further convergence of the media.

As a consequence of convergence, content becomes more determinant than the container (video versus TV for example). One content can be distributed via different ‘media’. Does this signify the end of “the medium is the message?” I do not think so. I am convinced that understanding what the medium adds to the message will become even more important. In my opinion that is even a bigger challenge than measuring the audience or reach of content spread via different communication technologies.

Posted on: 24/09/2008