Has internet killed the video star?

Digital Convergence is when ‘TV, publishing and computer industries would combine to create multimedia hardware’ (McStay).  Old media is absorbed by emerging technologies. When convergence first came to be recognised it was seen to be destroying current markets as products could be compared a lot more easily and consumers have a lot more choice.  More recently mobile convergence had taken off with Android phones and the Apple iPhone. The internet, camera and video camera, face to face calls, music, maps, movies, books and games have all been made to fit into one phone which is an amazing feat.

Although more and more companies are moving online, some were sceptical of turning to the internet because of the dot.com bubble bursting. I think any that haven’t yet embraced the internet need to get their foot firmly in the door or they will be left behind. Although I can understand why they would be cautious; many companies lost billions and shut down such as Boo.com, Startups.com and Freeinternet.com who all went bankrupt.

New forms of media such as internet shopping and social networking sites have meant that the consumer has become more active. With media convergence, participatory culture and collective intelligence anyone can review, rate and give opinions on products and companies. Many consumers look to the internet for information on products before they buy anything, I know I do, especially when it is an expensive product. I want to find out what other people think of it before I pay for it. Consumer discussion about products online creates buzz and pub talk. This is where virals also work very well in creating brand awareness. Word of mouth is a lot more effective than any advertising campaign and it is free! Other consumer’s opinions are more trusted than adverts. In the electronic market online reviews have the most influence with word of mouth affecting 43.7% of purchases.

Digital convergence and the spread of ideas can create cult followings online. It is easy for one person to get their opinions out and for many others to agree, comment and spread what they have found. Adele is a good example of the benefits of internet cult followings. She created a MySpace page in 2004 and many people found her and loved her music. She also posted some of her music on Platformsmagazine.com which more people found. Through this she was spotted and later performed at concerts around the UK. Her first album got to number one in the UK charts. This is such a good story about how the internet and convergence has led to such an amazing artist being discovered.  

However, has Internet killed the video star?

Are The Limousines right? Is the internet killing TV viewing figures?

Morgan Stanley believes so. He believes that teenagers in particular (the digital natives) are watching less TV and are accessing everything online. This means that advertisers with a teenage target audience have had to think about new strategies to include online advertising. Coca-Cola have always been known for their adverts especially the ‘Holidays Are Coming’ Christmas television ones that are so successful, however their new ‘Open Happiness’ campaign has been shown online first to attract teenage consumers. An integrated campaign will be bought in afterward including TV, cinema and outdoor mediums (Marketing Week). Does this mean that Coca-Cola agrees with Stanley? They obviously do if they are using the internet to target teenage consumers before any other media. In the case of teenagers and young people I believe reaching them via the internet amongst other mediums is the best way. It would be for me anyway.