Synergy

Synergy: the interaction or co-operation of more than one organisation to produce a combined effect greater than the sum of their separate effects.

 

Simply, synergy means working together to achieve an objective that would not be able to be achieved independently.

 

Cross Media Convergence helps to create synergy, for example Disney, has a TV channel as well as a physical store which it sells merchandise from films as well as DVD's and CD's from their films.

 

 

Synergy helps products to sell each other, for example a film selling a computer game or soundtrack.

     

  

 

 

Above is an example of cross-media convergence from Disney's Frozen (2013). The phenomenon of the film means many copies of DVD's, the CD soundtrack and children's toys have been sold.