Henry Jenkins (2006) described media convergence as “the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences who will go almost anywhere in search of the kinds of entertainment experiences they want.”
Nowadays, we are surrounded by examples of media convergence. Take The Independent for instance. Originally, it was solely a broadsheet newspaper. Today, it is a multiplatform digital media outlet, broadly available online. There is the http://www.independent.co.uk/ website and its sister website, http://i100.independent.co.uk/. They are also available as mobile apps. You can find The Independent on the most trending social media platforms – /TheIndependentOnline on Facebook, and @Independent on Twitter.
These platforms are much more valuable for users than the traditional newspaper in paper. They provide video content and podcasts, as well as the options to share and comment. The possibilities for digital media grow, along with the pressure on print media. For comparison, according to the ABC (2016), the circulation of The Independent in print is 56,074, while the unique browsers online are 2,796,267. Therefore it is no surprise that The Independent is withdrawing from the print industry and focusing on the digital media.
Does media convergence mean the end to the traditional media?