Media convergence is merging various communications outlets through digital platforms, making content available across different media. This includes innovations like mobile music downloads, e-papers, and online streaming. India has high mobile penetration with over 750 million subscriptions. Technological developments are expanding devices and opportunities for content distribution and monetization, though challenges remain around content protection, audience measurement, and monetizing all platforms.

1. CONVERGENCE – Communication Revolution.

2.  Media convergence is the merging of mass communications outlets—print,
television, radio, the Internet along with portable and interactive technologies
through various digital presentation platforms.
 Convergence means the availability of same content on different platforms.

3. Trends…..

4.  Change in media consumption pattern / Innovations in devices .
 Mobile music, music download, e-papers, m-papers, Digital Cinema/audio cinema
Online & Mobile Cinema Ticketing ,Television Portals ,Online digital streaming, digital
movie/TV downloads, Video-on-demand, Online advertising, Online video games &
wireless video games.
 High Penetration
 India has 750+ mn subscription for mobile, the 2nd largest in
the world with around 557 mn active users.
 Internet users – 100 mn
 47mn use that in mobile
 Growth of M-commerce
 Technological development in devices

5.  Content owners (through aggregators) are constantly exploring newer
ways of monetising their entertainment content.
 Handsets makers entering into tie ups with music content sites as well
as resume sharing deals with telecom and music companies.
 Print publication going beyond their offline formats to launch
electronic versions of their newspapers and magazines and making
their classified sections like jobs, matrimonies and homes available
online.
 Introduction of mobile and online ticket booking facility for
cinemagoers along with the convenience of seat selection and launch of
ticketing kiosks in multiplexes.

6.  Devices includes…
 Smart phones- iphone, Blackberry, Android, Nokia etc.
 Set-top-boxes- Shortly a Swiss company is planning to launch a set-top-box which
can easily converge content from PC, Music player, gaming console and mobile
phones to TV.
 Ipod- you can have music, video, camera and e-reader.
 Gaming Consoles- Xbox, Play station
 IPTV
 HDTV
 DTH
 Digital video recorders (DVRs)
 Video-on-demand (VOD)
 Wireless devices
 Broadband video
 I pad
 Tablets- I pad, galaxy tab

7.  IPL on You Tube
 Big Boss on You Tube
 Delivery of Services to TV sets via Web
 Access of internet and web on mobiles
 Usage of internet for voice telephony.
 Leading broadcast houses like star, ndtv and utv are creating separate divisions focusing
on new media distribution channels.
 Film production houses like Rajshri and Eros making their library content available for
paid online downloads.
 Hungama Digital Media Entertainment Pvt. Ltd
 Hungama Mobile in 2000 (157 mn subscribers)
 Hungama Digital having gaming hungama and bollywood hungama ( 9mn subscribers)
 Hungama DEN ( controlls 40% of the entertainment category in India)
 Raaga.com ( has about 100 websites, PC World Best Music website award for 2008)

8. Revenue generating
Revenue generation method
measuring methods •Advertising
Premium
•Pay per View Customised
•Pay per Click Targeted
•Pay per Download •Subscription
•Licensing
Operational
Efficiency
Other Options
•Sale on virtual store
•Region based advertising Partnership & Deals
•On demand services
•Back log content

9. Challenges •Penetration
•Content
•IPR protection
•Audience Measurement
•Privacy
•Accountability
•Monetization.
•Piracy issues

10.  Higher costs - product and content.
 Monetizing on few platforms initially could be a challenge. For example -
Web content.
 Brining in the government policies and regulations for promoting the
technology.
 Availability of specialists and creative content creators for different
platforms.
 Not much varieties of smart phones.
 People beyond the urban sectors are not much aware of different
technologies available.

11. • Slow internet connection.
• Operational Efficiency
 Developing Economy
 Consumer dissatisfaction due to the emergence of new devices which they are
not comfortable using.
 Hesitation in people’s behavioural change.
 Unavailability of technology to some extent.
 Literacy and skill barriers
 Language barrier.
 High Mobile penetration but the no. of smart phones are limited.

12. Future

13.  As new media is comparatively cheaper, various small and upcoming
businesses can easily go for new media advertising.

14.  Speed
 Technology
 Adaptation by consumers
 Penetration
 Business model
 Regional content