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DefinitionConvergence is the approach toward
–a definite value, a definite point, –a common view or opinion, –or toward a fixed or equilibrium state.
Cultural Convergence•Transmedia Entertainment
•The flow of stories, images, characters, and information across various media platforms.
• The coordinated fashion in which this takes place deepens consumer experiences.
Cultural Convergence•Participatory Culture
•describes new ways consumers interact with media content, media producers, and each other as they explore the resources available to them across the media landscape.
•Consumers are active participants, shaping the creation, circulation, and interpretation of media content.
Cultural Convergence•Experiential Marketing
•Key ways to capitalize on participatory culture and a transmediated media environment.
•Developing novel brand extensions and strategies that play out across multiple media channels enhances consumer identification with both products and brands.
Convergence Progression
PRODUCTSPRODUCTS
OTHER
CALL CENTER
WEB
MOBILE PHONE
SHOP
MOBILEMOBILEFIXED & ISPFIXED & ISP
Convergence Progression
PRODUCTSPRODUCTS
OTHER
CALL CENTER
WEB
MOBILE PHONE
SHOP
MOBILEMOBILEFIXED & ISPFIXED & ISPTRIPLE PLAYTRIPLE PLAY
Convergence Progression
PRODUCTSPRODUCTS
OTHER
CALL CENTER
WEB
MOBILE PHONE
SHOP
TRIPLE PLAYTRIPLE PLAYQUADRUPLE PLAYQUADRUPLE PLAY
Convergence Progression
PRODUCTSPRODUCTS
OTHER
CALL CENTER
WEB
MOBILE PHONE
SHOP
QUADRUPLE PLAYQUADRUPLE PLAY VERTICAL CONVERGENCEVERTICAL CONVERGENCE
HORIZONTAL CONVERGENCEHORIZONTAL CONVERGENCE