number 5

What is the importance of technological convergence for institutions and audiences.

More practical for the consumer, for example, a phone with a camera instead of a phone and a camera. Or GTA 4 playing the game and talking to friends over the console. And with the X-Box where ¥ou can store your music play videos and even watch SKY TV.

Could be cheaper. You don't have to buy any extra add ons with GTA it comes with the console like the PS3 where internet browsing and playing comes free with it. Or like the X-Box you have to pay for it(the internet etc) with the console not the game.

Less complicated, one product can act as many. The X-Box does pretty much everything that a TV DVD Stereo does but it is all found in one box.

More opportunity to engage the consumer with the product, for example, the magazine esquire. And the leader boards in GTA 4 and 'Call Of Duty Modern Warfare 2'

Brand awareness. People begin to trust Rockstar North so more tempted to buy extras from them. People who buy Half life 2 will be more tempted to buy some of their newer games this goes with COD as well.

It can be too technologically advanced for some people, maybe the elderly and children. The console controllers can seem very confusing at first and can cause a lot of hassle. Someone elderly probably wouldn't bother with the hassle and stick with what they know.

Some convergences are un-needed and used as gimmicks to sell products for more. Like the music in GTa 4, its not practical but it is popular so used to sell more and the Photo storing in consoles like the PS3 or X-Box

With the competition for companies to have the more advanced things(to sell more) products will start to become overcrowded with too much convergence. There might also be too much choice from the various types of convergence, so people might start to be put off from buying anything at all.