Proliferation of media hardware

Proliferation of media hardware

The change in both media hardware’s accessibility as well as its affordability has changed drastically over the last few decades, the change in types of media hardware may also attribute to this through the evolution from celluloid film to digital. This change saw that the budgets for tv quality and even better is now also akin with entry level equipment, something almost unheard of until fairly recent times.

This accessibility also allowed for an increase in independent film makers as hardware budgets drastically fell, meaning the filming of acceptable quality material became as to which most standard people, without funding, can now record good quality films with a standard income, hence an increase in amateur productions.

Media Convergence and Technological Convergence

Media Convergence

Media convergence is the distribution of media through a combination of media platforms. This type of convergence is often seen as the groupings and patterns of multi-media advertising, along with side products such as merchandise. A good example of this is through the franchise Frozen, its wide advertising is a significant model of the effectiveness of media convergence with the franchise having everything from cereal to games.

Technological Convergence

Technological convergence on the other hand is the way in which media devices such as IPods, DVD players, games consoles and TV have all been combined into one device. Similarly the jump from disk and film to digital shows this as technological convergence is about the standardisation of media devices and how these products are becoming singular all-round devices. The most notable example of this can be seen in the development of all in one media centres such as the PlayStation 4 and the Xbox ONE which provide a singular media device.

The benefits and drawbacks of synergy and vertical integration

Vertical integration is the collaboration between large and small media companies this often involves multi-million pound companies either partnering with a small successful company or working together on a production.
The benefits of vertical integration allow smaller companies to have more interest in their product. In the case of Working Titles, universal opened the door to a wider viewing audience as their role as the mother company allowed working title’s smaller distribution system to become a lager more effective distribution system.
As is obvious with this type of collaboration, the drawbacks involve large disagreement in almost all aspects of the film, in the case of working titles and universal, disputes on casting play a large factor in the development of a product as the larger company, universal, wanted to cast a well-known American actress for the lead roll contrary to what working titles wanted.
Synergy is the integration of two equally known companies and often involves two medium budget companies, but can and also, often does, include bigger companies, however it is less common.
Positives of synergy are that both companies can combine both their expertise and budgets to create an often better product. In the case of warp their collaboration on the development of films such as four lions with film 4 productions allows for not only a bigger budget but also, through links with the TV channel, Channel 4, allows for a larger distribution of the film.
Negatives of synergy include the obvious discrepancies between the two companies, however the equal power and ownership of the production allows for a more democratic stance on disagreements instead of the vertical funding based relationships seen in vertical integration.

Market control and impact on smaller film companies

The film distribution market is primarily dominated by the larger distribution companies such as Warner Bros, Universal and Sony Production Company. This extensive control over the distribution of film means all successful film companies end up being bought out by these film distribution giants.
This allows for freedom and creates a safety net for larger production companies, such as working titles, as its main distributer is universal, which is in the top 8 of the film distribution according to profit at the box office. this juxtaposes warp pictures which relies on great films for box office success rather than popularity. this means with a low budget, flops can be more damaging compared to some bigger companies as successfulness is less reliant on popularity rather than on word of mouth due to being a good film.