To Converge or Not to Converge

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To Converge or Not to Converge?

• That is no longer the question!
• Nora Paul UM SJMC - INMS

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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

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

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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

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Pew Research Center Study 1998
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• This is not the beginning of the end, it is the
  end of the beginning.

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New media audience characteristics

• Time shifters
• Interacters / contributors
• Multi-appliance users
• Action takers
• Idiosyncratic
• Time deprived
• Growing use of online news

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User Motivations (usage types v user
demographics)

• Single mission
• Quickies
• Do it again
• Just the facts
• Loitering
• Information, please
• Surfing

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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

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Qualities of Public Radio Reporting

• In-depth
• No commercials
• Intelligent
• Trust-worthy
• Fair
• Rich in sound
• Presents more than one perspective
• Public service agenda

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What can you provide online (that you cant 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

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Five Rules for Net Engagement

• SHARE
• INFORM
• CREATE
• ENTERTAIN
• TRANSACT
• Ellen Kampinsky, Shayne Bowman, Chris Willis

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The Questions Are

• How to move beyond brochure-ware
• How to create multiple media news packages
• NPRs Specials
• MPR packages ie Remembering Jim Crow
• How to incorporate different media elements
• WNYCs On the Medias transcripts
• How to distinguish original content
• APRNs Iditarod

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The Questions Are

• How to leverage media options
• WITF Responds
• How to provide interactivity
• KUMN Discussion Boards and Email links
• WHYYs missed opportunity
• How to effectively cross-promote content
• How to provide follow-up
• WITFs Smart Talk

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The Questions Are

• How to focus on local concerns / info.
• KQEDs Special Coverage on Terrorism
• How to guide and direct
• KBCs Public NewsRoom
• How to offer personalization
• WNYCs On the Media e-mail newsletters
• How to develop a unique look and feel
• How to manage multi-media archiving
• How to prepare for next media
• SMS updates

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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

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Innovative Reporting

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

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Challenges for ltradiogt journalists

• Thinking multi-media
• Reporting using multiple media
• Providing guide and direct services
• Being the "reality-checker"
• Collaborating
• Changing the story development track

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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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