Media Convergence

Media convergence is the merging of mass communication outlets print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms.
 It is the coming together of digital technology ,telecommunication and computing in a digital enviroment.

Technological convergence is the tendency that as technology changes, different technological systems sometimes evolve toward performing similar tasks.
Some of the technologies that lie under the Media Convergence are

Computer
Online services
Youtube
Mobile devices
Wifi

Synergy in Terms Of Media

Media synergy is like the proverbial will-o-the-wisp. Everyone thinks it’s good, but few can demonstrate it. Media synergy must add value but there’s no accepted method of measuring it. It’s what all advertisers hope to achieve with their media purchases but no one quite knows how to create it.

Media synergy arises when the combined effect or impact of a number of media activities is different from the sum of their individual effects on individual consumers. Thus, synergy is a phenomenon in which the whole is not always exactly equal to the sum of the parts, but could be greater than, or lesser than that sum. 

Most media research has been focused on individual media forms, i.e., the goal was to identify the greatest number of unduplicated audience members for a specific medium such as magazine titles, television shows, etc. Since the advertiser used mostly mass media messages, the media goal was efficiency, i.e., that to reach the largest unduplicated audience provided the optimal solution. Thus, synergy, either within or across media was an irrelevant question. With the growth of new media forms and fragmentation of existing ones, because of technology and the Internet, beginning in the middle 1990s, media planners began to seek optimal media combinations. Media synergy became a media planning priority. Initially, synergy-thinking was driven by two approaches:

a) the added value of simultaneous media exposures

b) the extended impact of sequential media messages delivered by multiple media forms 

Conglomerates like SONY are able to use synergy to boost profits because of their diversity  because they own a lot of different other companies.

Example; The film SKyfall promotes the soundtrack which promotes the DVD which promotes the games, which promotes the TV,which would further promote the website and so on