CONVERGENCE OF DIGITAL MEDIA AND MANAGEMENT OF PRODUCTION IN NEW CONDITIONS

Abstract

Today, the consumption of media content is more focused on digital media and their role and importance is increasing, which, for new generations of media workers, not only journalists, represents a challenge. Now, it's not enough just to attract attention with good headlines, but you have to somehow produce great content that will attract those who want to advertise. Hence, media work is not predominantly journalistic, but also implies other skills such as planning, marketing, creating video expression and others. This synthesizing of knowledge and skills is made possible through convergence, which means integration of systems and media forms, through the use of a computer. For young students in journalism this process is important because it is likely to influence their career. All journalists need to know how to tell stories in all media, and how to write appropriately for those media, as preparation for this new era. Historically speaking, this process of convergence has gone through 6 stages, the last of which belongs to the future, that is, the connection of information technology with biotechnology.
It is in this context that the question opens before us to what extent new media technologies influence the production, distribution and consumption of news. In the past, the presence of journalists at events was dominant, and today the so-called citizen journalism, which is initiated by individuals or groups that upload content on the Internet, dominates. For those reasons, many global media giants allow people from all over the world to contribute to media content through their videos. On the other hand, today's generation of media professionals need commercial and advertising knowledge and brand awareness. Marketing professionals, from their perspective, need to have a better possibility to recognize, media content that would enable them to build attractive media brands and commercialize them.
On the other hand, digital technologies daily force media managers to rethink their decisions and business models, and to be successful in that process, they must be ready to manage rapidly growing innovations and manage organizations through new techniques. Therefore, in this sphere, more research is needed, focused on technology. This means that management is not a goal in itself, which should be completed in a certain period, but on the contrary, it is a long-term process. This process of digital transformation will change the way of thinking, working, socializing. Digital technologies are daily forcing media managers to rethink their decisions and business models A certain digital structural agility is needed, as a supporting pillar in the management of digital transformations, but, in which people will still have a central role.