This is the detail in one of the links from the above blog:
If you do NOT use this guy's blog for revising - there really is no hope...
OCR AS media Planning exam answer film industry from hasnmedia
Diff between CONVERGENCE
& SYNERGY
Convergence
– a coming together from different directions…
Term used to describe the ways in which previously
discreet media forms and processes are drawn together and combined through
digital technologies.
Convergence is about the ability of one piece of
technology to communicate with others, rather than simply reducing everything
that is currently done by several devices into one ‘box’.
Synergy – the working together of two or more things, people, or organizations,
especially when the result is greater than the sum of the their individual
effects or capabilities.
The
process by which media companies acquire and harness the relations between two
or more elements of a media production and distribution process, i.e using the
same local news-gathering resources for both a local radio station and a local
newspaper. Another example is the selling of two or more compatible products
simultaneously, as in the multimedia merchandising surrounding the release of a
‘blockbuster’ movie.
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