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Digital convergence and its consequences
Mueller, Milton (Author)

URLURL - Presentation file, Visit http://www.dlib.si/details/URN:NBN:SI:DOC-OMJSNN5Q This link opens in a new window

Abstract
The concept of convergence has been bandied about for at least 25 years. Initially, concepts of convergence conflated technological integration of print, telecommunications and broadcasting systems with firm-level integration of publishers, telephone companies, cable TV operators, and broadcasters. It hiel de Sola Pool's (1983) concept of a single integrated common carrier that met all media needs exemplified the prevailing vision. This paper conducts a broad historical survey of the market structure of media and telecommunications industries from the analogue era of the 1940s to the late- 1990s. Its chief premise is that convergence is driven by the declining cost of information processing power, and by the development of open standards. The chief effect of this upon market structure is not to encourage consolidation and vertical integration but rather to break up the media market into more or less specialised horizontal components (content, conveyance, packaging of services, software, and terminal equipment). Cheap, mass produced information processing radically undermines the economic and technological advantages of vertical integration across these component markets, and rewards specialisation and market share within individual horizontal markets. The idea of convergence has been coming in and out of fashion for more than two decades. The process can be cast in religious terms.A band of early prophets sets out a vision. Afterwards, a succession of messiah - technologies appears that promise to realise the great vision. But, as we shall see, several of the messiah-technologies were crucified and failed to rise from the dead. Even so, one cannot discount the possibility that TCP/IP does indeed represent the Coming. In this article, I shall develop a long-term view of the convergence process. In the first part, I identify two of the prerequisites for digital convergence: (1) a technological revolution in processing power; and (2) a process of converging on common standards. In the second part, I explore the impact of convergence on market structure and business models.

Language:English
Keywords:informacijska tehnologija, digitalizacija, povezanost, integracijski procesi, množični mediji, telekomunikacije, medijski trg, ekonomski položaj, information technology, digitalisation, connection, process of integration, mass media, telecommunication, media market, economic situation
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:FDV - Faculty of Social Sciences
Year:1999
Number of pages:str. 11-28
Numbering:Vol. 6, no. 3
UDC:659.3/.4
ISSN on article:1318-3222
COBISS.SI-ID:19256157 Link is opened in a new window
Views:692
Downloads:274
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Record is a part of a journal

Title:Javnost
Shortened title:Javnost
Publisher:Evropski inštitut za komuniciranje in kulturo
ISSN:1318-3222
COBISS.SI-ID:40119808 This link opens in a new window

Secondary language

Language:Unknown
Abstract:
Pojem povezovanje je nastal vsaj pred 25 leti. Sprva je pomenil združevanje tiska, telekomunikacij in radiodifuzije na ravni integracije podjetij na področju tiskanja, telefonije, kabelske televizije in radiodifuzije. Poolov pojem enega samega integriranega prenosnika, ki zadovoljuje vse medijske potrebe, predstavlja tedaj prevladujoče gledanje. Članek obravnava zgodovinske spremembe v strukturi medijskega trga in telekomunikacijske industrije od analognega obdobja zgodnjih štiridesetih let do poznih devetdesetih let. Temeljna predpostavka je, da povezovanje nastaja kot posledica vse nižjih stroškov obdelave informacij in razvoja odprtih standardov. Najpomembnejši učinek tega na tržno strukturo ni spodbujanje konsolidacije in vertikalnega povezovanja, pač pa razpršitev medijskega trga na več bolj ali manj specializiranih delov (vsebina, prenos, paketiranje storitev, programi in terminalska oprema). Poceni množično proizvajanje informacij je radikalno spodkopalo gospodarske in tehnološke prednosti vertikalne integracije različnih tržnih delov in poplačalo specializacijo in tržne deleže znotraj posameznih horizontalnih trgov. Ideja povezovanja je prihajala v modo in odhajala iz nje več kot dvajset let. Skupina zgodnjih prerokov je oblikovala vizijo. Sledilo je odrešeništvo - tehnologije, ki so obetale uresničiti veliko vizijo. Toda mnoge odrešeniške tehnologije so bile križane in jim ni uspelo vstati od mrtvih. Kljub temu ni mogoče povsem zanikati možnosti vstajanja. V članku je predstavljen dolgoročni pogled na procese povezovanja. V prvem delu sta obravnavana dva pogoja digitalnega povezovanja: (1) tehnološka revolucija obdelovalne sile in (2) proces povezovanja na skupnih standardih. Drugi del proučuje vpliv povezovanja na strukturo trga in podjetniške modele.


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