1. “Hyper Commercialism and Digital Convergence”
TOPIC
“Hyper Commercialism and Digital Convergence”

2. Hyper Commercialism
Hyper-commercialism is when a television show or movie sells an advertisement built right into the show or scene of the film. Television shows already include advertisements in a certain scene.

3. Examples of Hyper Commercialism
Inaam Ghar Banner ads on websites
Coke Studio Ramzan Transmission

4. Impact of hyper commercialism
Hyper commercialism is the tendency of children’s media to turn anything and everything into a product.
“Increased advertisement exposure has been linked to parent-child conflict, development of materialistic attitudes, obesity, eating disorders, and general unhappiness”
(Nairn)

5. Disadvantages Content of the program is sacrificed
Integrity of programs is decreased
Audience becomes the featured commodity
Frustrates the advertisers because their actual messages are most likely to get lost.
Annoys the viewers.

6. Theory Cultivation theory is being applied on Hyper Commercialism.
The continuous coverage of different brands will cultivate the perception in audience’s minds and the audience will in turn be attracted towards its purchase.

7. Digital Convergence Digital convergence:
The ability to view the same multimedia content from different types of devices.
 Information Technologies, Telecommunication, Consumer Electronics, and Entertainment are converged into one conglomerate.

8. Evolution and background
Convergence came about twenty-five years ago.
Nicholas Negroponte - a technologist and founder of MIT’s Media Lab is known to be one of the pioneers of digital convergence.

9. Evolution and background
The growing overlap of computing and telecommunications was described by Anthony Oettinger as “compunications” (Oettinger, Berman, and Read, 1977)

10. analogue media translated into
Convergence refers to
analogue media translated into
digital bytes

11. Phases
Phase 1:
bulky contents, success of VCR, pager, fax machine, cell phones
people more willing to accept new devices that resulted from digital convergence.
Phase 2:
, streaming media, internet broadcasts, online shopping, instant messaging, internet phone calls.
faxes through the computers, radio via internet.

12. Examples
Video Conferencing Applications platform
Apple I-cloud

13. Advantages Simplify processes through mobile-enabled forms.
Provide updates on all issues.
Maximize productivity by being less time consuming.
Provide mobile-enabled business intelligence that can help improve sales effectiveness through better insights.

14. Types of Convergence Convergence in substitutes:
customers consider both products to be interchangeable with each other.
Example,
a company merges a monitor, keyboard, central processing unit, and a telephone to form a complete communication system.

15. Types of Convergence Convergence in Complements:
when both products work better and more efficiently together than separately.
Example,
the large scale online databases today are a combination of two distinct former technologies; advanced online transaction computing technology and data compression methods for telecommunication.

16. Conclusion a complex environment would be formed
Next generation of users are demanding more interactivity on TV.
As a result of digital convergence:
a complex environment would be formed
telecom companies are gearing up to provide broadcasting and data services.

17. Thank You