From television to multi-platform: less from more or more for less?

Doyle, G. (2010) From television to multi-platform: less from more or more for less? Convergence: The International Journal of Research into New Media Technologies, 16(4), pp. 431-449. (doi: 10.1177/1354856510375145)

40542.pdf - Accepted Version



This article examines economic aspects of convergence and of multi-platform expansion in the media sector. Focusing on television broadcasters in the UK, it analyses the recent migration of conventional media towards multi-platform strategies and asks whether digitization is making content delivery more resource–intensive than before or whether it is facilitating greater efficiency. Findings suggest that adaptation to a multi-platform outlook on the part of conventional media requires investment in staffing and re-versioning of content. Funding this, especially in a period of economic downturn, has encouraged a more selective approach towards content, with concomitant implications for diversity. Notwithstanding generally low commercial returns from online activities so far, the potential economic advantages to be had from multi-platform are significant. The experience of UK broadcasters suggests a well-executed ‘360-degree’ approach to commissioning and distribution will increase the value that can be realized from any given universe of content, partly because of extended opportunities for consumption of that content, but also because modes of engagement in a digital multi-platform context allow for an improved audience experience and for better signalling of audience preferences back to suppliers.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Doyle, Professor Gillian
Authors: Doyle, G.
Subjects:P Language and Literature > PN Literature (General) > PN1990 Broadcasting
College/School:College of Arts & Humanities > School of Culture and Creative Arts > Theatre Film and TV Studies
Journal Name:Convergence: The International Journal of Research into New Media Technologies
Publisher:Sage Publications Ltd.
ISSN (Online):1748-7382
Published Online:01 January 2010
Copyright Holders:Copyright © 2010 The Author
First Published:First published in Convergence 16(4):431-449
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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