The convergence of digital media will have an enormous influence on lifestyles and our working habits. We are convinced that everybody should have free access to technology and a free choice amongst available services.

Charles Darley Doran, Chief Operating Officer, Pritish Nandy Communications says, "Convergence is going to affect the whole world. After a couple of years, we might see all our household appliances begin to converge. Your TV, music system, micro oven, refrigerator, may all be one single piece. All the gadgets will be unified and will perform multiple tasks. The convergence software wil be compatible to global standards and gives all participants the safety to be prepared for future developments."

Few years ago, content was distributed dependent largely on what was avialable at the time. Film, music and TV programming all had their own dedicated distribution channels. Slowly, that started to change with the growth of the Internet. Now any content could be made available over the Internet. The first strand of the convergence theory is that everything can be reduced to bits. Gradually, people have begun to prefer interacting with their PC rather than simply sitting back and watching or listening to TV.

For the user convergence means independence. In a convergence world users of digital communication devices are independent of the technology their devices use. One example of convergence is that it is possible to browse the Web with a laptop as well as with a cellular phone. Convergence means that devices are independent of services. Soon there will be devices that connect with the most economic network that is available. Convergence works not only from home but also while on the field by means of mobile phones and other handheld devices.

According to Andre Puroshottam, Managing Director, MTV India," Though it is a bit premature to talk about convergence in India, considering the growth of IT in India, it wont be wrong to say that the convergence process which has already hit US, wont take long to find its way to India. Today the penetration rate of the Internet is reasonably low, when we talk about broad band. But with the fast spread of digital satelite lines and asymmetrical satelite line DSL and ADSL, we will witness new forms of entertainment. TV broadcast quality, digital product and services, all would change according to the consumer's taste. More emphasis would be laid on advertising and a lot of money will come into Internet advertising. Broadband will increase efficiency by almost 100%. PC's will be more task oriented and highly interactive."

A necessary precondition for a convergence device is compatibility. We will be able to communicate globally. There would be a global technical standard. The bandwith will be available at a very cheap rate so that anyone and everyone can access it. Digital television is more and more seen as only one aspect of digital broadband communication. Convergence is not just making things easier for many people around the world, but is also bringing the world closer together.

By :Sharmistha Chakraborty

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