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An editorial by Amit Khanna, chairman of Reliance Entertainment, references the public work of CMS’s Convergence Culture Consortium (C3) to support his argument that “Digital Convergence is Finally Getting the Recognition It Deserves”:
The past few years have seen the emergence of multiple platforms like satellite TV, broadband cable, and wireless, which are delivering all kinds of content to a plethora of devices. Convergence is no longer about what content you access through which device but how long do you engage with that content.
The Convergence Culture Consortium (C3) at the famous MIT sums it up succinctly, “There are three core concepts that are central to the way that we at C3 think about the current media landscape. Transmedia entertainment, participatory culture, and brand extension describe the same process as experienced by the creative artist, the media consumer, and the marketer.”
