News coverage is becoming more in-depth, entertainment listings are becoming more comprehensive and classified ads are becoming more accessible with media convergence, said Reid Ashe, chief operating officer of Media General.
Ashe, who was honored Tuesday with the 2003 Manship Prize for Exemplary Use of Media Technology, is a pioneer in the field of media convergence, said Stephen Banning, a mass communication associate professor and the Manship Prize committee chair.
Media General, an independent communications company situated primarily in the Southeast, has interests in newspapers, television stations, interactive media and diversified information services, according the company’s Web site. The site also says that Media General’s vision of the future includes convergence.
Media convergence involves combining the resources of various media to serve people better, Ashe said. This often involves the correlation of print, broadcast and online entities.
Ashe said the benefits of convergence are myriad and include allowing more depth for television news outlets as they work with newspapers, more exposure for journalists’ work and better opportunities for media users to access information and interact with others in online discussion forums.
There are many misconceptions about convergence, Ashe said.
      “Convergence is not a merger,” Ashe said. “It is not an effort to cut costs.”
Rather, Ashe said, the pooling of material gives media outlets more information to use and thus increases the depth of coverage.
Banning said the process of selecting Ashe took about six months, but the Manship School faculty voted unanimously to give him the award.
The purpose of the award is “to spotlight people who are serving the community and pushing the envelope and using technology to do that,” Banning said.
Banning said the people who are honored with the Manship Prize may not be media superstars, but they are often major figures in companies who are working to advance technology in the media.
Approximately 90 people, mostly students, attended the event in the Union International Room. While most of the students attended to receive class credit, at least one said she benefitted from Ashe’s remarks.
“It was interesting to hear about the business side of journalism,” said Jodie Henderson, a mass communication junior.
Henderson said she gained more insight on converging media, including how the Internet will blend with traditional media rather than replacing them.
Banning said awarding the Manship Prize helps raise the profile of the Manship School.
“Any time you have someone of this caliber who comes in and associates with the school, it’s a good thing,” Banning said. “It also gives us a chance to talk to him and pick his brain.”