The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.The buzz around convergence is fading faster than the stocks of the companies that acquired assets in the wake of the frenzy that followed the AOL-Time Warner merger. The problem is not the concept, but the way Canada’s media companies went about their convergence strategies.  They moved forward quickly, paying top-dollar for media properties they felt would complement their existing infrastructure, but with no clear business plans. They stuck companies together, but did not have new operational directions under which the "consolidated" properties could function. The CanWest Global Communications-owned newsrooms, for example, rebelled when the Aspers attempted to impose national editorials on them. Unfamiliar with the peculiarities of the newspaper business, the Aspers tried to impose a new direction that just didn’t wash. And clearly a neophyte to the regulatory world of the cable and broadcast industries, publishing giant Quebecor Inc. has found itself at odds not only with the CRTC but also with its business contemporaries. And some people argue that BCE Inc.’s massive holdings are not operating under a common structure that would give convergence a chance, but instead continue to run as separate entities. Canada’s media giants – namely Quebecor, BCE, CanWest Global Communications, Shaw Communications and Rogers Communications – have become debt-ridden in acquiring new properties and/or wrestling with rolling out costly new services and technologies. Depressed stock values and shareholder pressure are causing the companies to return to their core assets, or at least give serious thought to doing so. Convergence is falling by the wayside. But as Gordon Pitts notes (see story in this issue), convergence has its benefits. What Canada’s media companies must do is experiment with convergence on a small scale, and work on well-conceived business plans. With greater thought behind the concept, convergence could slowly begin to live up to its initial expectations. The headlong rush into convergence shouldn’t be replaced with complete abandonment of the concept, but rather a more prudent approach.