To Converge or Not to Converge? That is no longer the question! Nora Paul – UM – SJMC - INMS

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

Media convergence is something that is happening to the audience.

Why this is no longer the question No more mono-media Radio Locator lists over 10,000 radio station sites Radio Locator Over 1,000 public radio stations in US and Canada New competition Geo-barriers disappear (live broadcasting)live broadcasting Redband Opportunity to reach new audiences and augment your services Your audience expects to find you online

Pew Research Center Study: 1998

This is not the beginning of the end, it is the end of the beginning.

New media audience characteristics Time shifters Interacters / contributors Multi-appliance users Action takers Idiosyncratic Time deprived Growing use of online news

User Motivations (usage types v user demographics) Single mission Quickies Do it again Just the facts Loitering Information, please Surfing

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

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

What can you provide online (that you can’t 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

Five Rules for Net Engagement SHARE INFORM CREATE ENTERTAIN TRANSACT Ellen Kampinsky, Shayne Bowman, Chris Willis

The Questions Are… How to move beyond brochure-ware How to create multiple media news packages NPR’s SpecialsSpecials MPR packages: ie: Remembering Jim CrowRemembering Jim Crow How to incorporate different media elements WNYC’s On the Media’s transcriptstranscripts How to distinguish original content APRN’s IditarodIditarod

The Questions Are… How to leverage media options WITF Responds How to provide interactivity KUMN Discussion Boards and links KUMN WHYY’s missed opportunity WHYY’s How to effectively cross-promote content How to provide follow-up WITF’s Smart TalkSmart Talk

The Questions Are… How to focus on local concerns / info. KQED’s Special Coverage on TerrorismSpecial Coverage How to “guide and direct” KBC’s Public NewsRoomPublic NewsRoom How to offer personalization WNYC’s On the Media newslettersOn the Media How to develop a unique “look and feel” How to manage multi-media archiving How to prepare for next media SMS updates SMS

Innovative Reporting Too Solid Flesh: new story form Too Solid Flesh Spirit of White Earth: multiple media Spirit of White Earth: U Street in Focus: multi-media U Street in Focus 360degrees: new navigation 360degrees Small Plane, Big Planet: new interaction Small Plane, Big Planet Waterfront Renaissance: community weighs in Waterfront Renaissance

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

Challenges for journalists Thinking “multi-media” Reporting using “multiple media” Providing “guide and direct” services Being the "reality-checker" Collaborating Changing the story development track

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