ABSTRACT
This chapter is devoted to a discussion of the multifaceted concept of media convergence. Media economics and management scholars and communication professionals have become increasingly interested in convergence over the past 15 years. There are many driving forces behind convergence and the increased interest in the concept. Driving forces include (a) technological innovation, including the rise of the Internet and the digital revolution; (b) deregulation/liberalization and globalization, including passage of the Telecommunications Act of 1996, formation of the European Union and the privatization of telecommunications andmedia around theworld; (c) changing consumer tastes and increased consumer affluence; (d) technological standardization; (e) the search for synergy (i.e., 1 + 1 = 3); (f ) the fear of being left behind andbig egos (whichhave resulted in high levels of merger and acquisition activity among media and telecommunication companies around the world); and (g) repurposing of old media content for distribution via various forms of new media (Wirth, 2003b).
