A REVIEW OF THE NIGERIAN MEDIA SCENE AND TYPES OF MEDIA CONVERGENCE IN OPERATION
Background:
Globalisation has made the world a dynamic place. Today, just as the world is evolving so also is the media. Not only is the evolution of new technologies phasing out new ones but also shaping our daily lives. The fractionalization of mass audience based on our living patterns has resulted in the search for contents that fit audience special interest.
Convergence and media Convergence:
Convergence is defined as the process of coming together or uniting in a common interest or focus. Media convergence on its part ‘is the merging of mass communications outlets — print, television, radio, the internet along with portable and interactive technologies through various digital presentation platforms’. The media convergence movement grew from recent technological advancements—particularly the emergence of the internet and the digitization of information.
Media convergence allows mass media professionals to tell stories and present information and entertainment using a variety of media. Converged communication provides multiple tools for storytelling, allowing consumers to select level of interactivity while self-directing content delivery. Succinctly,
Media convergence allows mass media audiences to interact with and even generate mass media content. Audiences can now control when, where and how they access and relate to information of all kinds
Ganiyu and Akinreti (2010:11) citing Berger identified seven types convergence as follows:
1. Corporate Convergence (as in joint ventures) between telecom and media companies
2. The branching out of a traditional print operation into internet publishing or audio/video mobile;
3. Reverse publishing from web to print;
4. Production processes, where content is co-ordinated or shared;
5. The convergence of skills set of previously segregated specialist media practitioner – whether reporter, news editor, or production personnel;
6. Convergence of media consumer devices: e.g the camera-cell phone or computers being used to watch video broadcasts; and
7. The coming together of producer and consumer functions – the audience generating media (content).
Types of Media Convergence in Operation in Nigeria
From the above listed models, no Nigerian media falls into corporate model, that is, the convergence between telecom and media or between TV and newspaper companies. According to Dominick (2009:19) corporate convergence started in the United States in the 1980s with synergy. ‘Companies that were content providers, such as movie studios and record labels, acquired distribution channels such as cable TV. As digital technologies emerged, synergy turned into convergence, a vision of one company delivering every service imaginable’.
The second model, the branching out of a traditional print operation into internet publishing or audio/video mobile, is the commonest form of media convergence existing in Nigeria. Virtually all the Nigerian national newspapers have online version of their daily publications. They viz The Punch (www.punchonline.com), This Day (www.thisdayonline.com), Daily Sun (www.sunnewsonline.com), National Mirror (nationalmirroronline.net), Guardian (www.ngrguardiannews.com), Next (www.234NEXT.com) etc
Laudable as this development is, it has helped Nigerian newspapers to overcome the challenges of space constraints as there are rooms for extensively elaborate reports. It has also helped to complement their sources of revenue as most of them realise their revenue from advertisements on these websites. This is apart from the fact that this type of model has helped to further extend the reaches of these newspapers, particularly beyond the shores of country.
One prominent challenge of this model in Nigeria is inadequate manpower and skill to efficiently and effectively manage newspapers websites. This has resulted in most websites not being updated regularly.
Another media convergence that is prevalent in Nigeria is the use of multimedia in news reporting. The Next newspaper uses more than two media format on its website. It does this through the use of written words, video and still photographs.
In the same breath, The Punch, Nation, Eko FM and Radio Lagos and Channels fall into the media convergence model of consumer devices. This involves the use of camera – cell phones, computer to receive and watch broadcasts. It is also in vogue to receive news update on phones as well as the Nation’s news summary.
It is noteworthy to stress that blogging and citizen journalism which are prominent forms of the convergence of producer and consumer functions. Adunibabe, Abimbola Adelakun and Mnaemeka Meribe are prominent blogs in Punch website. The Vanguard newspaper’s community is another form of producer and consumer function. So is ‘your news@punch.com’.
References
Dominick, J.R: ‘The Dynamics of Mass Communication, Media in the Digital Age’,
Tenth Edition, McGraw-Hill Higher Education, 2009
Ganiyu, M and Akinreti, Q: Secrets of Online and Multimedia Journaism, a Manual for
Online and Multimedia Journalism Practice in Africa, Emgee Publishing Limited, Plots 20/21, Ogunmola Layout, Michael Bolarinde Close, Believers’ Quarters, Osajin, Apete, Ibadan
www. The Canadian Encyclopedia.mht
www. Media Convergence (web).mht
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