There are the obvious examples of convergence: TV reporters write Tribune stories. Tribune reporters do on-air stories for WFLA-TV.

Then there are the not-so-obvious: Some Tribune photographers use digital video cameras to provide video for TBO.com and WFLA-TV. Some television videographers carry digital still cameras to grab photos for the Tribune. Some Tribune sports reporters file text to TBO.com, and audio feeds to WFLA-TV from game sites. A few Tribune bureau reporters file text to TBO.com and audio to WFLA-TV from breaking news scenes. The Tribune science reporter (a real renaissance guy who also covers opera) files TV reports from space shuttle launches. WFLA-TV rolls a camera over to the desk of a Tribune reporter who does a "talk-back" with an anchor or TV reporter during a newscast.

The Tribune business editor and two business reporters provide about a one-minute segment that airs at 5:15 a.m. and 6:15 a.m. on the WFLA-TV morning show six days a week. They're working on a plan to provide a business segment on the evening news.

Tribune and WFLA investigative reporters have worked together on stories, including one about corrosion in a major bridge that was discovered by the WFLA reporter. The Tribune, a morning newspaper, published the story first. This seems counterintuitive, given that this gave the competing TV stations time to get the story on the six o'clock news, which they did. But the Trib and TBO.com teased to the evening newscast, and radio talk shows created such a buzz that WFLA-TV's audience spiked, making it number one that evening by about a 25 percent margin, says WFLA news director Forrest Carr.

All of the Tribune's content is automatically fed into TBO.com. Its producers select stories daily to turn into multimedia reports - a WFLA news segment is combined with a Tribune story, and often is augmented with slide shows, audio interviews, additional video and links. And a couple of WFLA producers occasionally do stories for all three platforms.

But of the 233 reporters and editors at the Tribune, the 37 reporters and producers at WFLA, and the 13 producers at TBO.com, only a small group actually crosses over the media boundaries on a regular basis. What's become more common is that reporters and editors share information.

"We came out of the gate with the primary focus being getting Tribune reporters on air," says Peter Howard, TBO.com's news and special projects team leader. In fact, all of the Tribune reporters received television training. But not everyone feels comfortable crossing into foreign territory. Which goes to show that even news organizations, which specialize in keeping abreast of change, have their early adopters and late bloomers.

"Instead of shoving people into platforms where they're not comfortable," continues Howard, "it's evolved into sharing information where it's a benefit for each platform."

That's a feat in itself, for two reasons. Even though the Tribune and WFLA were owned by the same company, they were steely-eyed competitors until just two years ago. And journalists - newspaper reporters more than television reporters - by training and culture are loners.

	Jane Stevens

Ken Knight

Ken Knight, a former Tampa Tribune reporter, became multimedia coordinator in October 2000. He makes sure each of the hungry news beast?s three heads knows what the other two are doing and coordinates stories among editors and reporters. He does a lot of meetings: WFLA news at 9 a.m., convergence at 10:15, Tribune news at 10:30, TBO.com news at 11 a.m., WFLA news at 3 p.m., Tribune news at 4:30 p.m.

Michelle Bearden

Michelle Bearden, Tampa Tribune religion reporter, was convergence before convergence was cool. She began doing on-air reporting for WFLA-TV in 1997, for which she received extra pay. Now, she?s the only journalist in the converged newsroom whose contract spells out the number of weekly stories she?s to do for the Tribune and WFLA. (?Medical Missions Ship Docks in St. Petersburg?)

	Jane Stevens

Irene Maher

Irene Maher, WFLA-TV medical editor, began writing a regular column for the Tribune after convergence. That?s been dropped by the newspaper, but she still contributes information to TBO.com?s Health Channel.

	Jane Stevens

Steve Kaylor

Steve Kaylor, Tampa Tribune business editor, decided to take the plunge into TV more than a year ago. Every week, he does four business segments that each air twice a day on WFLA-TV. People say he dresses better than he used to.

	Jane Stevens

Adrian Phillips

Adrian Phillips, TBO.com news and special projects producer and convergence whippersnapper, can put together three versions of the same features package - a multimedia story for TBO.com, a video report for WFLA, and a print piece for the Tribune. More than one editor says, "There aren?t many like Adrian Phillips." That?s true, but there?s more coming.

	Jane Stevens

Victoria Lim

Victoria Lim, WFLA-TV consumer reporter, writes a weekly column for the newspaper, often turns her TV reports into daily stories, and works with TBO.com producers to put together special online packages. Even though she?s not paid extra, she?s doing convergence work to expand her skills because it makes her more employable, she says.