Media convergence is defined as: “phenomenon involving the interlocking of computing and information technology companies, telecommunications networks, and content providers from the publishing worlds of newspapers, magazines, music, radio, television, films, and entertainment software. Media convergence brings together the “three Cs”—computing, communications, and content.” Source: Encyclopedia Britannica
We’re really seeing this in agricultural communications today. New media is not just happening somewhere else. Take the brand new Angus Report, produced by the American Angus Association. Here’s a cattle breed association with a publication that’s now producing a very nicely done television “broadcast.” Are they an ag group? Are they public relations people? Are they ag editors? Are they farm broadcasters? Hmm. Which ag communications association should they belong to? AAEA, LPC, NAMA, ARC or NAFB? All of the above? That does start to get expensive. Just planing seeds folks. Takes time for them to grow. Gotta water and fertilize the field every now and then.
The American Angus Association® has debuted its first-ever online news program, offering busy Angus cattlemen and women the opportunity to catch up on important industry issues while learning more about management tools and value-added marketing opportunities.
“We understand how busy producers are these days,” says Eric Grant, Association director of public relations. “This program encapsulates the week’s top stories into as short a time frame as possible — squeezing the information ranchers need into the little time they have available.”
The weekly web-based news program will cover a variety of topics in a traditional television news format and complements additional resources available at www.angus.org.