LO1 Task 2: Technological convergence and production techniques (P2)

LO1 Task 2: Technological convergence and production techniques

Within the media industry technological convergence has had a detrimental impact on how products are now produced and distributed to an audience. This convergence of technologies has benefited all stages of production including pre-production, production and post production for the producer whilst also positively benefiting the prosumer. Technological convergence can be defined by two or more technologies coming together to form a single device, one common example of this would be a smartphone. This ‘black box device’ as theorised by Henry Jenkins contains a large variety of technologies in one place, for example a phone, camera, light, touchscreen, web access in one small portable device which is now used by many on a daily basis. In addition to this, there are a large variety of new technologies which are at the disposal for producers which aid production and distribution/ marketing of an audio visual product as a result of the development of web2.0.

In the pre-production stage a large variety of tools and programs are at the disposal for creators to aid planning products. Most noticeably, online platforms are beneficial to producers as they allow for collaboration on projects and ideas, this is all available as a result of web 2.0. The development of web 2.0 allows for interactivity within websites, this is both beneficial for producers and prosumers as it offers customizability and a large range of tools at varying prices. One example of a free service which would be beneficial for pre-production would be Google docs, this word formatting app would allow for producers and script writers to all collaborate on a single piece in real time, this work can is then saved an uploaded to the cloud allowing for it to be accessed on a large variety of devices no matter on location. Another app which could be beneficial to pre-production would be the website ‘www.mindmapfree.com’, the interactive layout allows users to input there data and ideas in a creative way and to plan future products in a well formatted and easy to use way, which is also free to use.

Similarly production apps are also available for all aspects of this stage. For example on all Apple devices garage band is available which allows for the user to compose or edit music which can then be used in the production of the intended media product. Similar to the apps mentioned previously this app is also free however only specific to Apples devices, however this is often the industry standard brand for the media sector, making it suitable. One other main example of technological convergence in the production of an audio visual product would be the development of the DSLR camera. This device contain a large variety of technologies which provide a product in which a producer can use to film the planned product. The two main technologies would be the combination of video and audio recording which previously could not have been achieved simultaneously in a single easy to use product. This would have a positive impact on the product as it often saves times, is easy to use and provides quality audio and visuals, although unlike all things previously mentioned these devices can range dramatically in cost and easily exceed thousands of pounds which has to be accounted for in the budge of a production.

Finally, post production and distribution also benefits from convergent technologies. To edit and compose the audio visual products software such as Adobe Premiere can be used which is seen throughout the industry, this software provides a large array of tools which aid the editor in creating the final product which can be then rendered to be suitable for a large variety of devices making it more accessible to a wider audience. Services such as YouTube allow for Media Company’s distribute their work quickly and easily to a mass audience at little cost.  This website can be used for both large scale and smaller scale independent production companies. Most large scale production publish trailers to publicise and market a product whilst smaller productions are also uploaded to reach the targeted audience and reduce distribution/ marketing costs as it is free. This service also provides the ability for videos to be monetized meaning they would gain revenue from the ads placed on the video which positively impacts the producer whilst giving the ability to provide entertainment to the prosumer free of charge. 

One real world example of a product which has benefited from the convergence and development of new technologies is the development of films.  One key example being Planet of the Apes, this film utilises several technologies such as motion capture and cgi. Developments in motion capture have allowed for photo realistic creations of characters to be seamlessly integrated within films. Originally, similar effects were achieved using actors in costume as seen in the original King Kong, however now new technologies developed in motion capture allow actors faces and movements to be captured, then  C.G.I (computer generated imagery) to be overlaid on top which gives a much more realistic effect. This more realistic imagery and ability to create new adventurous ideas and plots due to no longer being as restricted by the limitations of CGI makes for new and original products which create a unique selling point and subsequently better appeal to audiences.

Original King Kong

Planet of the apes - Motion capture and CGI to create a similar effect...