CONVERGENCE OF MEDIA INDUSTRY: CHANGING THE PARADIGM OF MEDIA PRODUCTION AND CONTENT DISTRIBUTION.

The aim of this paper is to point out the importance of the convergence of business processes in the media industry. Digitization and convergence of existing business processes have been established completely new relations in the current media market. In the context of the media industry is talking about "old" and "new" media industries, and the media industry before and after the convergence of the business process. Convergence, as a concept, has a fairly broad interpretation, however, in the context of the media industry can be seen through a wide range of creative industries that refer to some form of media industry. Publishing, as the oldest category of the media industry, digitization and convergence of the media industry has undergone the most radical changes. The convergence of production and distribution of media content directly influenced the change business paradigms, but as the final resultant was creating an entirely new media market. The development of the communications market, digitization and development of the Internet, technological development in the field of screens of all sizes and purposes, in particular post-industrial society, were the fuel for transformation and convergence of different sectors of the media industry and creating entirely new forms of creative industries. [ABSTRACT FROM AUTHOR]