Why Media Convergence Is Lost (In Reality)

I went to a Microsoft briefing this week where the company announced another small step in Ballmer & Co's epic assault on the world's $550bn advertising markets.  This particular part of the jigsaw is MS's partnerships with Sony BMG and MTV (Viacom).  At a simple level, it's a straightforward deal that allows the Content Kings to access the Software Supremo's vast MSN network - and share revenues accordingly.  However, that's only how it seems.  In reality, the world of media convergence is throwing off unlikely alliances, sub-plots, ghoulish back stories and long-hidden, vested interests faster than Lost - a story of unconnected individuals flung together and forced to create a new world order by divvying up the post-wreckage riches.  The executives speaking at the event put on a good show although there was a sense that if wasn't for the 'others' lurking in the digital undergrowth with their strange P2P secrets, they'd prefer to go their separate ways.  Of course, no part of this mysterious story is unaffected by the Reality-Distorting effect of Steve 'Jacob' Jobs - a leader who promises his followers a whiter, lighter, brighter future - and his pro-but-also-anti DRM agenda.  And matters are constantly muddled by the strange new regimes that appear as paranoia grows and fades.  But as the executives at the event said, mantra-like, when asked about the future prospects of their alliance, the priority is now their ability to stick together through 'the journey' to an unknown future.  It's one that some relish, some fear and others embrace.  However, the unspeakable truth always remains.  What if there is no answer or welcoming future?   What if a strange paradigm shift has occured which means the destination is now an illusion?  What if, from now on, the only reality is The Search.