CONVERGENCE

If the internet advertisements need the rich media qualities from Television, Television content needs some interactivity from the web.

For example, TV programs on webTV and AOLTV are interactive. Some companies such as Wink.com have developed solutions that provide interactive capabilities to regular TV ads. The picture below shows how Wink works.

Convergence means the union or merging of technologies, applications, media, and worldviews. The word is often used to describe the inevitable merging of the internet with TV or with the telephone. Convergence also occurs within Internet Advertising. This convergence is between online advertisers and publishers and traditional advertisers. Convergence is occurring in ad forms, their format and delivery. Convergence is also occurring in types of products and messages being deployed and selling strategies being used (.Zeff & Aronson)

The much awaited and most visible powerful exhibition of convergence should be when television and the Internet merge all the way. The interactivity of the web with broadcast quality of television and rich 3-D environments would be quite a spectacle