Explain how media convergence will change the way advertisers buy television advertising in Canada.

Media convergence is when a single company buys a variety of media outlets.  For example, Bell Media has ownership interests in television, digital and radio.  With convergence the premise is simple: If the advertiser doesn't generate sufficient reach in one medium (e.g. television), additional reach is possible by advertising on other media outlets controlled by the media company. Package deals embracing a number of different media outlets produce economies of scale when buying media time and space. Advertisers will have to look beyond the 30-second commercial if they are to reach their target audience. The new combination might include a 30-second spot on a conventional network or cable channel, product placement in a show, sponsorship of a show downloaded from the internet, and an ad on a mobile newscast.