Media convergence

Abstract

This article explores the views of Indian journalists on media convergence in a context where the print media is thriving and Internet penetration is relatively low. Findings show that many journalists do not view convergence as a matter of survival as the print media remains robust. The lack of a strong revenue model for multimedia journalism also contributes to dampening enthusiasm about convergence among many journalists. However, forms of tactical convergence such as cross promotion of content among outlets owned by the same media conglomerate are becoming common. Coordination among journalists working on multiple platforms is more visible in the case of breaking news events than other areas. The desirability of multi-platform delivery by the same reporter is strongly contested among Indian journalists. Overall, journalists working at smaller organizations are more supportive of convergence than those working for large ones with an established reputation in a particular medium. Finally, the study indicates that any effort at introducing convergence in Indian newsrooms must take into account the strength and reach of the print media in the country.