Медийната конвергенция – фактор в развитието на медийната индустрия
Media Convergence as a Factor in the Development of the Media Industry

Author(s): Blagovest Iliev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Summary/Abstract: This article explores media convergence as a central driver in the ongoing transformation of the television industry, situated within broader global processes of digitalization, regionalization, and evolving audience practices. Convergence is examined not merely as a technological development but as a multidimensional social, cultural, and economic shift that reconfigures the production, distribution, and consumption of media content. Special attention is given to its impact on audience behavior, the rise of personalized news consumption, and the integration of traditional media with social networks, as well as its significance for the preservation and promotion of regional cultural identity. The article further outlines contemporary challenges facing media organizations, including the sustainability of digital business models, increasing content fragmentation, the expanding inÀuence of podcasts and newsletters, and the growing incorporation of arti¿cial intelligence in journalistic workÀows – developments that introduce new ethical and regulatory considerations. The conclusion underscores the need for a strategic rethinking of digital content and the rea൶rmation of the human factor as a fundamental source of trust in an era increasingly shaped by automated and synthetic media.

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