This article examines economic aspects of convergence and of multi-platform expansion
in the media sector. Focusing on television broadcasters in the UK, it analyses the recent
migration of conventional media towards multi-platform strategies and asks whether digitization
is making content delivery more resource–intensive than before or whether it is facilitating greater
efficiency. Findings suggest that adaptation to a multi-platform outlook on the part of conventional
media requires investment in staffing and re-versioning of content. Funding this, especially in a
period of economic downturn, has encouraged a more selective approach towards content, with
concomitant implications for diversity. Notwithstanding generally low commercial returns from
online activities so far, the potential economic advantages to be had from multi-platform are
significant. The experience of UK broadcasters suggests a well-executed ‘360-degree’ approach to
commissioning and distribution will increase the value that can be realized from any given universe
of content, partly because of extended opportunities for consumption of that content, but also
because modes of engagement in a digital multi-platform context allow for an improved audience
experience and for better signalling of audience preferences back to suppliers
