Six Media Convergence Challenges Organizations Must Consider - Slide 3

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Reuse of the same content for different media channels is the biggest value driver for media convergence initiatives. However, often times this is easier said than done. The messages that organizations deliver across media channels will often vary with segmentation across audience, based on the channel they use. As a result, repurposing content may involve more than just reducing the volume of characters to fit into the screen real estate. Proper editorial team structure and workflow needs to be designed with the aim of maximizing content reuse while maintaining channel-specific messaging.

Over the past few years, digital content, and more specifically the presence of new media delivery platforms such as smartphones, tablet PCs, and social networks has begun to explode. When combined with a growing global business community and increased accessibility, these newer content channels present businesses with the unique challenge of consistently providing the right content to the right people across all channels (i.e. print, Web, television, mobile, and social).  Organizations that traditionally deliver content through channels such as print and television are now facing the challenge of sharing that same information with new age media.  When looking at the convergence of various media channels, there are several content management-related issues that organizations must consider.

Based on his experience with enterprise content management, Web content management, portal development and storage technology, Prithwiraj Deb, Associate Manager - ECM Practice at Virtusa Corporation, discusses six key challenges organizations are facing with media convergence.

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