Media convergence has meant that the traditional separations between the various media industries, such as the internet, broadcasting and telephone networks are slowly collapsing due to the growing use and influence of digital electronics - in effect, morphing or transforming the media landscape. A fundamental change in today's media landscape has been the shift in control over media content, consumer consumption patterns as well as the manner and level at which consumers interact. Thus, the extent to which success is achieved now depends on a customer centric engagement strategy that can be implemented across converged platforms. This study considers the challenges posed by media convergence. It also investigates how organisations adjusted strategies to mitigate these challenges.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:8612 |
| Date | January 2010 |
| Creators | Muwanga-Zake, Semeyi |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | ix, 173 pages, pdf |
| Rights | Nelson Mandela Metropolitan University |
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