Resumen

MOTSAATHEBE, Gilbert. Understanding the dynamics of broadcast operations driven by a converged digital ecosystem. Communitas (Bloemfontein. Online) [online]. 2022, vol.27, pp.159-168. ISSN 2415-0525.  http://dx.doi.org/10.18820/24150525/comm.v27.11.

Broadcast Media Africa's 2021 conference in Cape Town, South Africa, was dubbed the "Broadcast Media Convention of Southern Africa" and was organised in partnership with the Southern Africa Broadcasting Association. The conference drew attention to several issues, including the technological developments affecting broadcasters and the effect of Covid-19 on broadcasting operations. This article is based on the paper presented there. The article notes that the broadcast industry has evolved drastically over the past few years. However, with rapid technological developments and new trends in the increasingly digital and converged media markets, broadcast managers increasingly must look for new strategies to stay afloat in the competitive and media-rich environment in which broadcast institutions operate. The article posits that the new media ecosystem has essentially brought to the fore one aspect, which was always known but often took for granted - the importance of the audience. The article appraises the developments in the converging environment to improve our understanding of how African broadcasters could continue to innovate successfully.

Palabras clave : media convergence; broadcast media; digitality; digital media; Broadcast Media Africa.

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