Task 2: Discuss technology

Learning outcome1 (U24) :  Understand the products that are produced within and across media industries

P2 (U24) : Explain the use of the converging technologies within an identified sector

Convergence is when two things develop into being able to perform similar tasks or even evolve into one thing. Since technology has begun to evolve, companies have been trying to converge all types of technology in order to make them handier and more convenient to use in the everyday life.  The best example of a technologically converged product would be the smartphone. These days a smartphone has countless amount of abilities such as taking pictures, videos, listening to music and playing games, all of which are activities which would require different forms of technology a little while ago however with the convergence of all these technologies came the single product the smartphone. You can already see how technological convergence can come in hand in the media industry. The convergence of technology can make a big difference in how tasks are undertaken, making tasks easier to complete and even more convenient to by possibly allowing tasks to be undertaken whilst on the go or simply by doing it in an untraditional way such as perhaps writing a script on a smartphone.

These days technological convergence can be seen everywhere, and it can become very handy in the advertising business where most of the time technology is used to complete a task. The pre-production stage of an advertising campaign includes several tasks for planning such as the making of a storyboard, a script, mood board, location forms and many many more forms which need to be made and completed. Technological convergence has made it easier for these tasks to be completed. There are many pre-production tasks that can be undertaken using technologies, even though these may be untraditional ways of completing tasks, they allow employees completing the tasks to be more flexible with how and when they take on these tasks. One of the biggest technological convergence out there would be the internet. The internet has so many features it would be impossible to list each one of them, however there are many features that makes advertisers lives a lot easier than they had it before the internet.  Using the internet, employees in pre-production can use the internet in order to get access to things such as templates for forms such as a story board template or a location sheet. Another task that the internet has helped workers in pre-production undertake could be research, whether its in order to find a target audience and more about the audience or if its to gain the audiences opinion on something using the internet makes doing this much easier. The internet not only gives you access to all the information you can get, but also gives you the ability to go collect your own information, this feature is made possible through websites online that allow you to build surveys and questioners, one website in that field would be survey monkey which allows you to make free surveys and questioners and then allows you to share what you made through several media platforms in order for people to see it. Another form you technological convergence that has come in handy in the past years when it comes to advertising is the smartphone. The smartphone is a piece of technology that has many features that back in the day would all be separate pieces of equipment, such as a camera, a phone, music and basically a computer. Using the internet and the application store on a smartphone, you can get access to thousands of apps. There is pretty much an application out there for everything, there is an app that works like Microsoft word called pages, this can be used to put together a script or a rough scrip on the go, it is also possible to find apps that allow you to create storyboards, mood boards and other pre-production documents.

There are many stages within the pre-production stage, which all help for the making of the final product. One of these stages is the storyboard. Typically a storyboard would be hand drawn in a template and it would be used to arrange what happens in every scene. Due to convergent technologies stages such as the storyboard have now been made easier to do using websites and applications such as movie storm which makes the process a lot easier because then you are not required to sketch out every detail of each scene. These applications are also simple to use so you don't need to worry about having any experience with softwares as such to put together a nice storyboard.

 Moviestorm is a storyboard app. This is a clear example of converging media as it can be completed on computer and devices, shared amongst members working on the project with ease, and anyone can add/amend the project.

Other pre-production apps include RiskAssessor and CallToMe, which allows people to complete a risk assessment and cal sheet digitally. They can then be edited and shared across platforms.

https://en.wikipedia.org/wiki/Moviestorm

Risk assessments take place in the pre-production stage of a media product. The risk assessment is carried out at the film set. The risk assessment outlines the the dangers that the staff as well as public may face during the course of filming. The risk assessment also rates the level of risk from every danger that they may face as well as a solution to every danger. Before convergent technologies this would have to be done on paper, however with recent technologies we are now able to store this information on our computers or telephones, this is much more convenient as notes can be taken down at any time using these devices, as well as being more reliable due to the information being stored securely on the device. There are even applications such as Risk Assessor that can help you complete this process as well as templates which can be found online. These apps are very convenient to use as the information on them can be accessed and changed by people of your choice therefor the whole staff can make changes and check things off the list when complete.


http://robinson-solutions.blogspot.com/2014/09/risk-assessors-apps.html

https://www.makingmusic.org.uk/resource/risk-assessment-form-template 

Project management is another production sage factor that has been affected by convergent technologies. Before the convergence of technologies it was much harder to stay organised when planning and creating a media product, because it was all either done using hand drawn templates, or self made checklists. We now use convergent technologies such as computers to store information that can help us track our progress of completing tasks that will ultimately put the product together. For this applications such as Trello and Smartsheet can be used.


https://trello.com

https://www.smartsheet.com/blog/smartsheet-iphone-app-now-in-apple-app-store

The next stage in the process of an advert is the production stage, which has just as much use in technical convergence that pre-production does. Most filming equipment generally involves big and heavy pieces of equipment, which also happen to cost a lot of money. This is a problem that a lot of companies would face if they did not have the appropriate budget to afford all the expensive equipment it takes to film an advert. Technological convergence can make equipment a lot cheaper due to the equipment being able to take on several things that would usually need special equipment for. 
For example Apples iMovie application which is available on their smartphones, iPads and computers. This app allows the user to film footage directly from the iPhone or iPad and then edited the content right there on the device, this allows users to film whole scenes using just their phone. Technological convergence also allows filming to be easier and perhaps even faster due to cameras being smaller and more compact whilst still having the HD quality that an audience would be looking for. So basically technological convergence allows for more freedom in the production stage and for a lot of funds to be saved if needed in other departments.

Convergent technologies do not only help us with the planning of the product and the planning of the creation of it, however it has also helped us with the actual process of filming. With the constant development of technology, filming cameras are getting smaller and better at the same time. This is beneficial to us as it allows us to carry the equipment more easily as well as allowing us to be more flexible with movement when filming a scene. The newly developed cameras also ensure for the best quality footage that can be made, which improves the experience for the consumers. Bellow you can see an image of a new high tech camera compared to an old filming camera. You can immediately tell that the new camera is much slimmer, easier to carry and lighter. You can also see that with the old camera the footage is stored onto filming tape where as with the new camera the footage is stored technologically onto the device which is much more secure and is much more convenient to transfer onto another device from.

Lastly we have post production. This is where all the editing and, sound effects and special effects are added in, as well as any edits to the actual footage if something wasn't done right. Now a-days all of this can be done in one place, whether thats your computer or even your smartphone, there are endless apps on smartphones that give you the abilities to edit your footage, and even Apples camera roll gives you some extra features for filming.

Editing is usually a complicated task that only professionals with special equipment could complete. However now-adays even our everyday technological devices offer us simple versions of the tools that are needed to edit a film or advert. Apple has given their users this option with their IMovie application, this allows you to edit scenes, add background music and add effects to the video even from your cellular device. This is a much more convenient way to edit a film rather than finishing with a poor quality film due to only being able to film one scene and simply attaching it to the next rather than exporting them to an application such as IMovie where you can then edit them together for them to fit in as one scene.

https://www.imobie.com/support/what-is-imovie.htm

Convergent technologies are also used for advertising and marketing purposes by interacting with the consumers. An example of advertising that interacts with the consumers in a way that makes them want to buy the product is Interactive adverts. Interactive adverts could pop up as either a pop up advert or simply an advert you get before watching a youtube video. This advert is interactive meaning you could press the advert and it will then direct you to the website of the company of a link to purchase the product being advertised. This basically leaves the consumers with no time to waste and gives them the opportunity to immediately purchase the product, whilst their still amazed by it from the advert they just watched.
Additionally, interactive adverts and even magazine adverts have QR codes/website links/social media links that allow users to scan/click on to allow you to be redirected to the product itself or their website to find out more.

Technological convergence has also had a huge impact on how companies market products and on marketing in general. There have been developments in traditional marketing ways and platforms, as well as convergence of products that have helped market each other. a very important example of technical development that you see pretty much everyday, would be billboards. Now a-days billboards are everywhere, buildings, streets, highways, bus stops and more, and now they have also been utilised to the fullest. There are digital posters which allow for the same company to advertise several products, or it allows for several companies to advertise one product or line. And then there are digital billboards that allow for a video or snippet to be played which allows companies to try and be creative as possible to catch their audiences attention through the billboards. The internet and social media have converged in to a platform where anybody anywhere can market what ever they would like even doing so cost free by simply uploading it onto their social media accounts for all their friends and followers to see. It has also changed how the audience sees these advertisements, using their new converged devices and social media accounts, which includes youtube. Companies have also begun to converge their websites and products into smartphone apps that way the audience has a place where they can directly get to the companies product. When people go to watch a movie at the cinema, there can be up to 20 minutes of adverts before hand, previewing trailers of up coming movie releases to make the audience want to come back as soon as possible. Pop up adverts that recognise what websites you've visited are very common these days and are a very powerful marketing tool because it brings the products to the customers. Game apps offer users free in game coins or points in return for them to watch a 30 second advertisement which usually markets other game apps. However no tool in marketing is currently greater than the social media platforms. Not only can anyone market any product they like cost free, once the product is out there it is left up to the audience to share the post, re tweet it and repost it, spreading the word about the product to all their friends and family. Companies can make calls to action to participate the audience and make them feel a part of the company.

M1 (U24): Discuss how the industry has utilised developments in technologies

Due to the huge developments in technology in the past few years, advertising will never be the same. It would almost be impossible to advertise a product without using technology at some point in the process. Advertising companies have slowly begun utilising these developments in technologies in order to give their audience the best product possible without spending too much money on production technologies. Technological convergence has allowed filming to become a lot less costly as well as less time costly. New pieces of equipment are constantly being developed to make for the most convent filming with the best quality. And now a-days you can even use a everyday tool, the smartphone, which has an app for basically every stage in production to complete a full video advertisement. Companies are always trying to develop new cameras that are ideally small whilst still having having the abilities of a proper camera. This will allow for equipment to not be a big problem when going somewhere to film, and also saves times when n filming because the camera will not need to be prepared of positioned, simply just picked up and filming can begin. It is also easier to get better shots from tricky angles when the cameras more convenient to carry. Some video makers, who are most likely to be on a low budget, can even do all the steps on a single piece of equipment, that being an iPhone or an iPad. All it takes to put together the whole advertisement is Apples iMovie application which allows users  to film a video, and allows them to edit the footage as well as add sound effects/ visual effects and more. The can even distribute using the same piece of equipment, by uploading the video to youtube and social media platforms.

One way that the industry has utilised the developments in technology is a feature that can now be found on pretty much every product, this is the QR code, or Quick Response code. The QR code is like a two dimension barcode. This barcode contains information about the product that it is attached to, this could mean background information of the product and what components it was made out of. The great part about QR codes is that now with the convergence of technology there are phone applications that will allow you to scan these QR codes whenever you like, such as the QR code reader on the apple app store. Companies can either use these QR codes to direct their consumers to information about the product, or even use them for something a bit more interactive. for example Kellogg's sometimes put these codes onto their cereal boxes, and when scanned they redirect the customer to a game on their website or give them a chance of winning something. This is well utilised by the industry as they use it to give detailed explanation about the product or to direct the consumers to their website where they can purchase more.

One of the most important things in advertising, is to know your target audience, so then you know exactly how to reach the largest amount possible of that audience in the shortest amount of time possible. Knowing where to distribute your product is a key in making sales and it all depends on the audiences demographics like their age and their lifestyle. Due to developments in technology peoples lives have changed dramatically, and for the most part their lives have been filled with technology. Therefore it would be wrong for companies to not use this as a tool to reach out to their audience in a way that is convenient for both of them. Most companies selling a product will have made it purchasable online whether it is via their own online store or through another retailer, it allows the audience to comfortably make their purchase without having to leave their house which makes the purchase even more tempting. Companies and individuals selling products have even found a way to bring exclusivity and excitement around their products, by making their products only available online, or on specific online stores or even music artists making their music only available to the music streaming services of their choice, an example of this would be JAY Z who has only aloud his music to be uploaded to the streaming service TIDAL which he created himself and this caused for his music to be erased off all other streaming services which caused many people to switch over to TIDAL. Due to technology developments it was also made possible to simply add useful features such as tracking of products and in some cases if the trip is short enough even live tracking with a countdown. 

Back then accessing specific products would be a lot harder than it is these days, when wanting to listen to music, or watch a TV show, or even play a quick game of pacman you wouldn't be able to to so unless you went and bought a CD, or if you went to the cinema to watch a movie, or having to go to the arcade. Now all the products you can think of can be accessed online. No one needs to go purchase a CD for every new track or album they want to listen to. Now a-days all they need to do is pay £7 a month to have access to millions of songs and can even download these songs onto a playlist so they would be able to listen to these songs even when they don't have internet connection. Streaming services as such are available on applications for smartphones and ca even be dowloaded onto computers. The same sort of concept has been taken on with Tv shows and movies in the past few years, where services such as Netflix and Amazon prime have come along and give users a access to thousands of shows and movies for more or less £10 a month. This allows for users to watch movies and Tv shows wherever they want, whenever they want and Netflix has even made it possible to download specific shows and movies to be able to watch them offline. However streaming services aren't the only new development in online distribution. Now a-days most products can be found online through some sort of retailer or simply the companies website which allows people from all around the world to enjoy the same product without having to travel half way around the world. Products can even be pre-ordered online for people to be the first people to own a product that they know is going to go quickly, and usually companies make pre-orders slightly more than then normal amount.