Convergence in North American TV Newsrooms: A Nationwide Look
Sonya Forte Duhe, Melissa Marie Mortimer and San San Chow
Convergence 2004 10: 81
DOI: 10.1177/135485650401000206
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Abstract
This article reveals that nine out of the ten television newsrooms surveyed in the USA are practising some type of convergence. The majority said they converged by sharing news content with other news organisations.
Sonya Forte Duhe, Melissa Marie Mortimer and San San Chow
Convergence 2004 10: 81
DOI: 10.1177/135485650401000206
Abstract
This article reveals that nine out of the ten television newsrooms surveyed in the USA are practising some type of convergence. The majority said they converged by sharing news content with other news organisations.
When respondents were asked how they defined convergence, their responses virtually mirrored the way their organisations practise convergence. Interestingly, less than half of the respondents defined convergence as the use of one fully integrated newsroom. The researchers found the most common medium that convergent television news operations are producing content for is online, followed by radio, then newspaper.
Those practising convergence reported it to be a positive experience.
Conclusions
Interestingly, a nationwide survey of news directors did reveal that about nine out of every ten news directors reported their stations are practising ’convergence’ although the precise applications vary.
The data show that a majority of news directors around the country define convergence as the sharing of news content with other news organisations, sharing of news content with another medium in their own news organisation, sharing of staff, and promoting other media for which they produce or from which they receive content. Less than half of the respondents defined convergence as the use of one fully integrated newsroom that acts OS an information pool for all forms of media, the use of a cross-integrated editorial system to handle words, images and sounds for all media, or sharing of a news building or complex, but using separate newsrooms for each medium.
The most common medium that converging television news operations are producing content for is online, followed by radio and then newspaper. Only a few news organisations reported producing content for magazines. However, the media that news organisations produce content for and receive content from are slightly different. The most common sources that stations are receiving content from are newspapers, followed by online, and then radio. Again, the fewest organisations reported to be receiving content from magazines. This is expected as no primary national examples of convergence report to be working directly with magazines.
When respondents were asked what ways their news organisations actually practise convergence, the responses virtually mirrored the way they defined convergence. The majority reported they converge by sharing news content with other news organisations, followed by sharing news content with another medium in their own news organisation. A majority of respondents also reported practising convergence by promoting other media for which they produce or from which they receive content and sharing of staff between various media.
If there are any highlights in differences between how news directors define convergence and how they practise it, one should note that a larger percentage of news directors reported a fully integrated newsroom, a cross integrated editorial system and sharing a building or complex as their definitions of convergence.
However, in some cases, nearly half actually ’practised’ convergence in those subgroups. Only about 20 per cent of respondents reported using a fully integrated newsroom that acts as an information pool for all forms of media or using a cross-integrated editorial system to handle words, images and sounds for all media. Even fewer (11.3 per cent) said they shared a building or complex. In contrast, more than 40 per cent defined convergence as a fully integrated newsroom and nearly 35 per cent defined convergence as using a cross integrated editorial system. Likewise, nearly one-quarter of the respondents said sharing a building or complex defined convergence.
This raises the question of whether this is really convergence that most of these news operations are practising?
This raises the question of whether this is really convergence that most of these news operations are practising?
Referring back to what Giner said about convergence, the news operation must have one fully integrated newsroom and a cross-integrated editorial system that can handle all forms of media. Moreover, this fully integrated atmosphere is a driving force behind Ifra’s Newsplex as well, which is meant to bridge the gap between the educational and professional world of journalism, training journalists for the future of convergence. Therefore, it appears that many of these news organisations may be converging in only minimal ways.
Regardless of how news directors define convergence, it is apparent that the overall experiences with what they consider to be convergence or how they practise it have been overwhelmingly positive. Surprisingly, no respondents reported a somewhat negative or negative experience with convergence, with about 90 per cent reporting positive or somewhat positive experiences, as a result of convergence.
Wider story variety and larger audiences were two benefits that a majority of respondents reported. Wider story variety is something that Northrup and Bergman pointed out people want, which is a driving force behind convergence. They both state that the public is demanding more information from various media. Only about 20 per cent of respondents reported benefiting from increased advertising revenue or lower operating costs, areas that Haiman feared were driving forces behind convergence. He stated that convergence would be good for media compaiies, but not for journalism and the consumers.
Positive and negative experiences with convergence are important when examining the theoretical perspective of diffusion of innovations. If in practise, ’convergence’ users show relative positive advantages, such attributes could be a key determinant of the speed and extent of the use of convergence by others. However, where negative experiences also occur, these could be a detriment to the further development of convergence among television news professionals.
The major problem that news directors reported experiencing as a result of convergence is increased pressure on journalists to turn out products for various media. That should be anticipated from the criticiim some professionals and educators have voiced regarding convergence. Both Haiman and Tompkins stated they think convergence causes increased pressure on journaiists. Haiman stated that this puts unnecessary time and resource pressure on journaiists. Tompkins had similar concerns when he wrote that journalists have less time to report and check facts. This appears to be a problem that the media will have to reckon with and discover a solution to, so as to avoid alienating journalists from the emerging world of convergence.
Two other fairly widespread issues that respondents reported were problems training journalists to produce products for various media and competition between partnering media. Slightly less than half of the respondents who reported problems as a result of convergence said these were issues they had encountered.
Of the respondents who were not currently practising convergence, only three said they plan to in the future. All three of these news directors said newspapers would be involved in the convergence, and two said that radio and online would be a part of it. Also, when asked how they would practise convergence, two said they would do so by sharing news content with other news organisations and two said they would share content with other media within their own news organisation. Therefore, this small group of respondents not practising convergence has plans that appear to mirror current practises of those who are practising convergence.
Interestingly, very few stations currently require specific convergence skills to be hired in their newsrooms. Almost all respondents reported requiring broadcast writing skills and basic computer skills. However, only 44 per cent said they require reporters having the ability to adapt news copy for use by multiple media in their newsrooms. But in models in the world of education, skills like these have proven to be crucial. For example, in the convergence programme at BYU, journalists who could work across various media platforms were found to be the most valuable.41
Furthermore, less than one-third of respondents stated it was necessary to be able to work in an integrated media technology environment to currently get hired in their newsrooms. This is somewhat unexpected because it partially contradicts what skills models like Tampa’s NewsCenter show have made journalists ΓΠΟΓΘ marketable and successful.
This seems to suggest that many of the so-called convergence efforts right now are little more than cooperation, as Giner suggests. However, the results of this survey also seem to suggest that news directors anticipate a change in the necessary skills in the future for success. A majority of news directors reported that their staff would need to obtain the ability to adapt news copy for use by multiple media, the ability to adapt visual news content for multiple media, and the ability to work in an integrated media technology environment.
Many news organisations appear to be preparing their staffs for this, as a majority of respondents said they offer classes in adapting copy for use by multiple media. Therefore, from this study, the researchers have a better idea of what convergence means right now (through the perspective of the TV news director). It appears that at the present time, news directors consider the sharing of news content and staff and cross promoting to be convergence, which Giner and Northrup would argue does not really constitute convergence. However, it seems that many news organisations are having positive experiences with what they are labelling as convergence. Moreover, the responses to the survey suggest that a further move towards a more convergent atmosphere is what is in store for the near future. A majority of news directors need their current staffs to be able to produce content for various media in the future.
Suggestions
A follow-up survey should be conducted with TV respondents to for further determine if news directors’ definition and practise of convergence are research changing to more closely reflect what some educators and scholars say convergence truly is.
Additionally, a similar survey of journalism educators could also prove quite valuable. Since students will fill the newsrooms of tomorrow, it would be helpful to explore how educators define convergence and whether they are preparing future journalists for convergent newsrooms. A comparison of the two groups would provide insight for additional discussion.
A more specific media survey would also be very helpful in exploring convergence. Since this study exclusively examined TV news directors, a follow up survey with radio news directors and online experts would offer additional insight. A synthesis of various media responses could add richness to the challenges all media face with the growing convergent culture.
Furthermore, a more in-depth analysis of attributes that are key determinants of the diffusion of convergence would be appropriate to predict the future acceptability of this relatively new innovation.
Regardless of how news directors define convergence, it is apparent that the overall experiences with what they consider to be convergence or how they practise it have been overwhelmingly positive. Surprisingly, no respondents reported a somewhat negative or negative experience with convergence, with about 90 per cent reporting positive or somewhat positive experiences, as a result of convergence.
Wider story variety and larger audiences were two benefits that a majority of respondents reported. Wider story variety is something that Northrup and Bergman pointed out people want, which is a driving force behind convergence. They both state that the public is demanding more information from various media. Only about 20 per cent of respondents reported benefiting from increased advertising revenue or lower operating costs, areas that Haiman feared were driving forces behind convergence. He stated that convergence would be good for media compaiies, but not for journalism and the consumers.
Positive and negative experiences with convergence are important when examining the theoretical perspective of diffusion of innovations. If in practise, ’convergence’ users show relative positive advantages, such attributes could be a key determinant of the speed and extent of the use of convergence by others. However, where negative experiences also occur, these could be a detriment to the further development of convergence among television news professionals.
The major problem that news directors reported experiencing as a result of convergence is increased pressure on journalists to turn out products for various media. That should be anticipated from the criticiim some professionals and educators have voiced regarding convergence. Both Haiman and Tompkins stated they think convergence causes increased pressure on journaiists. Haiman stated that this puts unnecessary time and resource pressure on journaiists. Tompkins had similar concerns when he wrote that journalists have less time to report and check facts. This appears to be a problem that the media will have to reckon with and discover a solution to, so as to avoid alienating journalists from the emerging world of convergence.
Two other fairly widespread issues that respondents reported were problems training journalists to produce products for various media and competition between partnering media. Slightly less than half of the respondents who reported problems as a result of convergence said these were issues they had encountered.
Of the respondents who were not currently practising convergence, only three said they plan to in the future. All three of these news directors said newspapers would be involved in the convergence, and two said that radio and online would be a part of it. Also, when asked how they would practise convergence, two said they would do so by sharing news content with other news organisations and two said they would share content with other media within their own news organisation. Therefore, this small group of respondents not practising convergence has plans that appear to mirror current practises of those who are practising convergence.
Interestingly, very few stations currently require specific convergence skills to be hired in their newsrooms. Almost all respondents reported requiring broadcast writing skills and basic computer skills. However, only 44 per cent said they require reporters having the ability to adapt news copy for use by multiple media in their newsrooms. But in models in the world of education, skills like these have proven to be crucial. For example, in the convergence programme at BYU, journalists who could work across various media platforms were found to be the most valuable.41
Furthermore, less than one-third of respondents stated it was necessary to be able to work in an integrated media technology environment to currently get hired in their newsrooms. This is somewhat unexpected because it partially contradicts what skills models like Tampa’s NewsCenter show have made journalists ΓΠΟΓΘ marketable and successful.
This seems to suggest that many of the so-called convergence efforts right now are little more than cooperation, as Giner suggests. However, the results of this survey also seem to suggest that news directors anticipate a change in the necessary skills in the future for success. A majority of news directors reported that their staff would need to obtain the ability to adapt news copy for use by multiple media, the ability to adapt visual news content for multiple media, and the ability to work in an integrated media technology environment.
Many news organisations appear to be preparing their staffs for this, as a majority of respondents said they offer classes in adapting copy for use by multiple media. Therefore, from this study, the researchers have a better idea of what convergence means right now (through the perspective of the TV news director). It appears that at the present time, news directors consider the sharing of news content and staff and cross promoting to be convergence, which Giner and Northrup would argue does not really constitute convergence. However, it seems that many news organisations are having positive experiences with what they are labelling as convergence. Moreover, the responses to the survey suggest that a further move towards a more convergent atmosphere is what is in store for the near future. A majority of news directors need their current staffs to be able to produce content for various media in the future.
Suggestions
A follow-up survey should be conducted with TV respondents to for further determine if news directors’ definition and practise of convergence are research changing to more closely reflect what some educators and scholars say convergence truly is.
Additionally, a similar survey of journalism educators could also prove quite valuable. Since students will fill the newsrooms of tomorrow, it would be helpful to explore how educators define convergence and whether they are preparing future journalists for convergent newsrooms. A comparison of the two groups would provide insight for additional discussion.
A more specific media survey would also be very helpful in exploring convergence. Since this study exclusively examined TV news directors, a follow up survey with radio news directors and online experts would offer additional insight. A synthesis of various media responses could add richness to the challenges all media face with the growing convergent culture.
Furthermore, a more in-depth analysis of attributes that are key determinants of the diffusion of convergence would be appropriate to predict the future acceptability of this relatively new innovation.
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