In a sector that loves buzz words, acronyms and catchy straplines, it could be easy to get caught up in whichever interpretation of convergence is most prevalent at any given moment. Drop the word into conversation at trendy membership clubs such as Shoreditch House or Century and old media types will nod sagely and acknowledge you as a lawyer plugged into the digital zeitgeist: but what does convergence really mean?
Entertainment technology is evolving, whether it is the convergence of digital devices (so your PlayStation 3 is a games console, a BluRay DVD player, a media centre and a browser all in one) or the convergence of media (so you can receive audiovisual transmissions via terrestrial, satellite, cable, the internet or even on your mobile phone via digital audio broadcasting). However, it is the broader convergence of advertising, technology and media that is truly driving change. Lawyers who previously advised clients in a discrete practice area have to adapt quickly and learn new skills in other areas of law. Similarly, legislators and regulatory bodies need to move faster than ever to keep up with an audience and marketplace that is constantly changing the rules.
