Convergence Breeds Convergence: Crossover in CBS’s Supergirl

Laura Prudom writing in Variety’s March 22, 2016 article, “Supergirl’ Meets ‘The Flash’: Stars Take Us Behind the Scenes on the Crossover (EXCLUSIVE)” reveals the economic convergence involved in such event programming. Henry Jenkins defines various forms of the post-network phenomena of convergence, the economic variety consisting of the ownership of different forms of media. Conglomeration has been ramping up for decades since the deregulation of Fin-Syn’s abolishment. The significance of conglomeration in the post-network age lies in the potential for what Jenkins terms “transmedia exploitation of branded properties.” When companies have ownership in multiple channels, they have greater incentive and ease in engaging in cross-promotion and synergy among those holdings. By exposing the economic convergence involved in the Supergirl/Flash crossover, I will show how convergence can breed convergence, allowing shows to benefit from post-network fragmentation.

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