Integration and convergence in the media field

The horizontal and vertical integration of the media processes, which was originally initiated by the rapid development in ICT technology, has resulted in a media convergence, where multiple media offer a new brand of information service. Therefore, the content must be stored in a structured form for simultaneous processing, transfer and dissemination in a variety of information carriers, from traditional papers to advanced digital monitors and mobile platforms. The technical integration has also resulted in a restructuring of the traditional media industry. At the same time new players, such as network operators, providers of hardware and software enter the traditional field of publishers. Each player wants to extend his market place and to find new customer interfaces. The realisation that the content is the core competence of the media has forced the branch to a rethinking of its business strategies. The modern media company must offer its customers - usually the content providers - all available channels to reach their customers - i.e. the content consumers or end users. In addition, it must find the most efficient way of reaching a specific target group for a specific message. This has forced the media companies to buy, merge or make strategic alliances with each other to reach the critical mass. The segmentation of the ICT market has a more or less dramatic impact on the labour market, the copyright or digital rights management, the needs for R&D, and the utilisation of IPR values in a multi-branch environment. New innovations offering any of the players abilities to expand his position are strongly called for, the branch integration offers new applications of existing IPR values and know-how, and the restructured need for labour and skills rises new challenges for professional training and education. The presentation summarise the megatrends in the media market and give examples of integration and alliances to execute media convergence. It also contains an overview of methods for recognising innovations in the media field and a review of trends in the labour market.