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To Converge or Not to Converge?

To Converge or Not to Converge?. That is no longer the question! Nora Paul – UM – SJMC - INMS. Convergence v. Integration . Convergence A daptive evolution of superficially similar structures M oving toward union or uniformity Integration

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To Converge or Not to Converge?

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  1. To Converge or Not to Converge? That is no longer the question! Nora Paul – UM – SJMC - INMS

  2. Convergence v. Integration • Convergence • Adaptive evolution of superficially similar structures • Moving toward union or uniformity • Integration • Bringing into equal membership in society or an organization • Being formed into a whole by the addition or combination of parts or elements • The sum of the processes by which the developing parts of an organism are formed into a functional and structural whole

  3. Media convergence is something that is happening to the audience.

  4. Why this is no longer the question • No more mono-media • Radio Locator lists over 10,000 radio station sites • Over 1,000 public radio stations in US and Canada • New competition • Geo-barriers disappear (live broadcasting) • Redband • Opportunity to reach new audiences and augment your services • Your audience expects to find you online

  5. Pew Research Center Study: 1998

  6. This is not the beginning of the end, it is the end of the beginning.

  7. New media audience characteristics • Time shifters • Interacters / contributors • Multi-appliance users • Action takers • Idiosyncratic • Time deprived • Growing use of online news

  8. User Motivations (usage types v user demographics) • Single mission • Quickies • Do it again • Just the facts • Loitering • Information, please • Surfing

  9. Changes Required in Thinking • From mass to niche media • From story-telling to story-making • From closed media to open media • From listeners to learners

  10. Qualities of Public Radio Reporting • In-depth • No commercials • Intelligent • Trust-worthy • Fair • Rich in sound • Presents more than one perspective • Public service agenda

  11. What can you provide online (that you can’t on radio)? • Visuals • Follow-up information • Listener feedback • Links to other organization • Additional audio – good material that didn't have space • Let the user be a part • Provides text • Lets people use the content on their schedule • Permanence

  12. Five Rules for Net Engagement • SHARE • INFORM • CREATE • ENTERTAIN • TRANSACT • Ellen Kampinsky, Shayne Bowman, Chris Willis

  13. The Questions Are… • How to move beyond brochure-ware • How to create multiple media news packages • NPR’s Specials • MPR packages: ie: Remembering Jim Crow • How to incorporate different media elements • WNYC’s On the Media’s transcripts • How to distinguish original content • APRN’s Iditarod

  14. The Questions Are… • How to leverage media options • WITF Responds • How to provide interactivity • KUMN Discussion Boards and Email links • WHYY’s missed opportunity • How to effectively cross-promote content • How to provide follow-up • WITF’s Smart Talk

  15. The Questions Are… • How to focus on local concerns / info. • KQED’s Special Coverage on Terrorism • How to “guide and direct” • KBC’s Public NewsRoom • How to offer personalization • WNYC’s On the Media e-mail newsletters • How to develop a unique “look and feel” • How to manage multi-mediaarchiving • How to prepare for next media • SMS updates

  16. Innovative Reporting • Too Solid Flesh: new story form • Spirit of White Earth: multiple media • U Street in Focus: multi-media • 360degrees: new navigation • Small Plane, Big Planet: new interaction • Waterfront Renaissance: community weighs in

  17. Innovative Reporting • Transparent New York: new data display • PBS • Who Cares: open media • American High: do-it • Amazoning the News

  18. Challenges for <radio> journalists • Thinking “multi-media” • Reporting using “multiple media” • Providing “guide and direct” services • Being the "reality-checker" • Collaborating • Changing the story development track

  19. The Ultimate Challenge… “The danger lies not in exploring this new territory; it lies in leaving the old homestead unattended.” - David Giovannoni “Without tradition art is a flock of sheep without a shepherd. Without innovation, it is a corpse.” - Winston Churchill

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