Patterns of successful media production

Abstract

While it has been acknowledged that convergence is a multidimensional phenomenon, the convergence of media production processes has received little attention from researchers so far. In this article, we address this research gap with a qualitative study of production processes in different types of media. Our starting point is that independent of the media type, common product characteristics can be identified, that promote success in the audience market. We ask whether the same is true for process characteristics; whether there are converged processes that promote audience success independent of the media type. The study is based on n = 39 interviews in the German-speaking markets. Our findings provide a differentiated result: We do find similarities in the processes along the lines of product characteristics; however, the project phase is an important influencer. While processes in the development phase are more converged, production and distribution still demand distinct processes for different media types. In general, we can confirm studies that find a reluctance of media practitioners towards convergence, which often remains an underfunded and cost-oriented brain child of the top management.