1. All for one and one for all? A Spanish experience of research about media convergence Ramón Salaverría rsalaver@unav.es 9th International Symposyum on Online Journalism. Austin (Texas), 5th April 2008

2. 1 st research project “The impact of the Internet on the mass media in Spain” (Funded by MCyT/MEC 2002-05) 4 Main results: 3National census of online media (01/2005) 3A multidisciplinary analysis of the first decade of online media in Spain (1995-2005) 4 4 universities (UPV, USC, UMA, UN); 15 researchers

3. Papers 135 Magazines > 7.000 TV > 900 Radio > 4.000 Online 1.274 media landscape in Spain (January 2005)

4. Procedence Type of content Geographical distribution Language Timeliness variables of analysis

5. procedence

6. type of content

7. type of content, by region General information Specialized information Europe Spain

8. type of content, by region General information Specialized information Catalonia

9. type of content, by region General information Specialized information Catalonia

10. type of content, by region General information Specialized information Catalonia Madrid

11. type of content, by cathegory

12. language

13. CIBERMEDIOS Sevilla: Comunicación Social (11/2005) PRINT AND ONLINE NEWSPAPERS IN EUROPE Amsterdam: Het Spinhuis Publishers (12/2005)

14. 2 nd research project “Digital convergence on the media” (MEC 2006-09) 4 12 universities; 24 researchers 4Divided into 4 thematic groups: - technology - management - professionals - content

15. Santiago de Compostela Madrid Málaga Sevilla Murcia Pamplona Alicante Tarragona Bilbao Elche Valencia Barcelona Europe Spain Technology Content Management Professionals

16. 2 nd research project “Digital convergence on the media” (MEC 2006-09) 4 Expected results: 3A comprehensive understanding of convergence processes and a proposal of theoretical definition 3Analysis of main media convergence cases in Spain (2009)

17. Why researching about convergence?

19. But, what is the real meaning of CONVERGENCE?

20. All for one and one for all?...

21. ...or a just medicine for a declining medium?

22. convergence = integration PROCESS EFFECT

23. there is a convergence process running in almost every media group...but... there is NOT a result of integration almost in any of these groups

24. CONVERGENCE does not deal only with newsrooms: is a multidimensional process

25. technology management professional content areas of convergence

26. journalistic production TECHNOLOGICAL convergence

27. media usage & consumption i n c r e asi ng p o r t a b i l i t y TECHNOLOGICAL convergence

28. Old media blurring...,,,,,, TECHNOLOGICAL convergence

29. self competition cross - promotion coordination integration still many most some anyone? MANAGEMENT convergence

30. PROFESSIONAL convergence 1 task for 1 medium N tasks for 1 medium 1 task for N media N tasks for N media

31. PROFESSIONAL convergence

37. Monomedia Multimedia Many media text | image | sound text + image + sound textimagesound CONTENT convergence

38. Semantic tags CONTENT convergence Video Sound Photo Links Body Teaser (web) Lead (paper) 2 nd headline Headline Section print mobile TV web PDA

39. Now, we finally have a comprehensive DEFINITION of CONVERGENCE

40. Media convergence is a multidimensional process which, facilitated by the implementation of digital technologies of telecommunication, involves the technological, management, professional and editorial spheres of the mass media, favouring an integration of tools, spaces, work methods and languages, so journalists produce contents that are distributed through multiple platforms, using the specific language of each one.

41. Now, our research question is: is this happening in Spain? To what extent? That’s our goal for the forthcoming months

44. 111 66 19 234 38

45. Final thoughts

46. Media convergence is inevitable However, convergence is a process that consists of different spheres And each sphere has different levels of development, from a minimum to a maximum Media groups have to decide what is the level of convergence that they need in each sphere Confusing convergence and integration may be the cause of big management mistakes Final thoughts

47. Many media Uncoordinated newsrooms (not necessarily separated) Redundancy Medium-ruled journalism True multimedia Coordinated newsrooms (not necessarily integrated) Complementarity Content-ruled journalism BEFORE AFTER Convergence will produce shifts like...

48. If people want information beamed directly into their minds, we will create a cerebral cortex edition. “ ” Arthur Sulzberger Jr. Chairman of The New York Times Co., 2002

49. CONTACT Ramón Salaverría, PhD rsalaver@unav.es rsalaver@unav.es Facultad de Comunicación Universidad de Navarra E-31080 Pamplona, Navarra SPAIN Phone: (+34) 948 425 617 Personal info: http://www.unav.es/fcom/profesores/salaverria.htmhttp://www.unav.es/fcom/profesores/salaverria.htm 9th International Symposyum on Online Journalism. Austin (Texas), 5th April 2008