Media Convergence: Different Views and Perspectives

Convergence is the hot topic among the media researchers as well as media practitioners. The concept denotes restructuring the business model of media organizations to cope up the new challenges coming up by technological advancement, intense competition and changing consumer preferences. However, there is no general definition available that can explain the concept accepted by all. Some researchers describe convergence as a way to protect media organization place in the market, while others suggest convergence as a new and different way to deliver news and information to the consumers. The difference of meanings is the difference of context. Present article discusses the various definitions, types and models of convergence. Article is based on literature review and one of the conclusions is that convergence is a process not an end result. A continues interplay of different factors are affecting the process of convergence. Therefore, it can not be applied in a similar manner in all media organizations. It varies from country to country and organization to organization.