THE MEANING AND INFLUENCE OF CONVERGENCE A qualitative case study of newsroom work at the Tampa News Center

In March 2000, Media General attracted considerable industry attention in the United States when it opened the Tampa News Center and placed the operations of The Tampa Tribune, WFLA-TV, and the Tampa Bay Online service under the same roof. To understand the meaning of this media convergence experiment, the changes in the newsroom culture, and the type of job skills necessary in a convergent newsroom, we analyzed relevant trade press accounts and conducted in-depth interviews with 12 staff members of the News Center. Respondents viewed media convergence and its impact in the newsroom primarily as a tool to produce either combined or additional newsgathering resources. The interviewed journalists felt that they now concentrate more on multimedia storytelling and have increased their level of knowledge of the other two platforms. In terms of training, respondents stressed the importance of strong fundamentals, such as writing, reporting, and communication skills, but also emphasized the importance of cross-media adaptability for individuals preparing for careers in convergent newsrooms.