The Deteriorating Relevance of Silos in the Technological Age

Already, convergence is eroding the boundaries between newspapers and broadcasters. Online, each have begun to mimic the other, challenging Australia’s sensitive media control limits, cross-media ownership laws, and increasingly, Australian content requirements.”  – Greg Hoy 

Technological convergence is a phenomenon which has taken the globe by storm and forever changed the way in which we, as consumers, interact with media.

Silo media, (broadcast television, radio and print) which were once the standard and most popular forms of media communication have now become outdated and irrelevant as the process of converging technology and media platforms becomes more and more prevalent in today’s society. Newspaper corporations have been forced to merge into an online environment in order to cultivate a broader audience and keep a steady interest in their brand.

Furthermore, Broadcast Television has been faced with a brand new and ever evolving challenge in the form of ‘Smart TV‘s’. Smart TV’s are a prime example of technological convergence and are a major contributor to the brutal murder or good old fashioned free-to-air. A Smart TV can not only function as a television (with the addition of ‘on-demand’ functionalities allowing the user to pause, rewind and select when they wish to view any particular program – including live sport coverage) but it can also feature; internet streaming services such as Netflix , quickflix and Presto; applications such as youtube, facebook and twitter; and the ability to surf the net just as you would on a laptop or desktop computer.

So, when it comes down to explaining the depth of technological convergence, Smart TV’s pretty much set in concrete the fact that the future is now!