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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
1/19
KV_IC ?6;?
V_KLTILKC IJJMUKTIMJ KT LBKIJ@\ T@C@ K\T_KC
H_MXIJH K DIHITKC G@DIK OP\IJ@\\ XITB LMJT@JT
GKJKH@G@JT \T_KT@HI@\ KJD T@LBJMCMHI@\
Oy Gkry Ckvckjt` kjd Oicc Trivv`
Lk|` \tpdy
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
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?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ii
Tkoc` me Lmjt`jt|
Ijjmuktimj ij tb` Gid|t me Lbkjh` ************************************************************************** ;
Ij Tb`ir Mxj Xmrd| ************************************************************************************************ ?
Kompt K|trkc ************************************************************************************************************************************* ?
J``d kjd \mcptimj> J`x XLG\ T`lbjmcmhy emr LTK| Dihitkc Op|ij`|| ****************** Kvvcyijh LTK| C`||mj| ij Vrkltilkc Ijjmuktimj ********************************* ;
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
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Ijjmuktimj ij tb` Gid|t me Lbkjh`
Tb` ormkdlk|t t`c`ui|imj ijdp|try bk| o``j lmgvc`t`cy r`|bkv`d ij cittc` gmr` tbkj k d`lkd` kjd k bkce*
Tmdky| TU lmj|pg`r| kr` er`` me tig`# |vkl`# lbkjj`c# kjd bkrdxkr` lmj|trkijt|# tbkja| tm dihitkc
uid`m r`lmrdijh t`lbjmcmhy# gmoic` d`uil`| xitb bihb'v`remrgkjl` uid`m lkvkoiciti`|# |`ruil` vrmuid`r
lmju`rh`jl`# kjd |mlikc j`txmra| tbkt |`ru` k| k uirtpkc lmplb emr vrmhrkg ekj| tbrmphbmpt tb` xmrcd*
Xbic` vk||iu`# c`kj okla ui`x`r| |ticc lmgvri|` tb` ckrh` gknmrity me kpdi`jl`|# c`kj emrxkrd ui`x`r|
|``aijh k gmr` ijt`rkltiu` r`cktimj|biv xitb lmjt`jt kr` o`lmgijh k vmx`repc emrl`* Tb`y kr` umlkc kjd
xiccijh tm kokjdmj ie tb`ir j``d| kr` jmt g`t* Kjd tb`y ckrh`cy mu`rckv xitb tb` ;2' tm
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
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?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ?
dihitkc vr`|`jl` |`ruijh diu`r|`# kltiu`# kjd `vkjdijh kpdi`jl`| kjd tb` kdu`rti|`r| xbm xkjt tm
r`klb tb`g* Tb` lk|` |tpdy d`|lrio`| tb` op|ij`|| j``d kjd tb` t`lbjmcmhy |mcptimj# kl{pi|itimj kjd
igvc`g`jtktimj vrml`||`|# lmjt`jt kjd |y|t`g krlbit`ltpr`# kjd r`|pct| tm dkt`* It mee`r| Mpt|`cc|
v`r|v`ltiu`| mj o`|t vrkltil`| tbkt kr` c`kdijh tm xijjijh v`remrgkjl` emr LTK# it| kpdi`jl`|# kjd it|
kdu`rti|`r vkrtj`r|* Mpr hmkc i| tm vrmuid` ij|ihbt ijtm tb` `v`ri`jl` kjd |pll`|| ekltmr| xitbij k |ijhc`
lmgvkjy# kjd mee`r hpidkjl` mj kvvcyijh tbm|` ij|ihbt| kjd c`||mj| c`krj`d tm mtb`r op|ij`||`| kjd
ijdp|tri`| xb`r` dihitkc trkj|emrgktimj i| `||`jtikc emr |pruiukc* X` bmv` tbkt r`kd`r| xicc tka` kxky
d``v`r pjd`r|tkjdijh me bmx vrkltilkc ijjmuktimj lkj o` kvvci`d xitbij tb`ir mxj mrhkji~ktimj|*
Ij Tb`ir Mxj Xmrd|
Mj` lbkcc`jh` xk| lmjuijlijh t`c`ui|imj v`mvc` tbkt tb`y kr` kc|m x`o v`mvc`* X` j``d`d tm o`lmg`
dihitkc v`rt|* \mvbi` Dpemrt# Uil` Vr`|id`jt Ijt`rkltiu` G`dik
X` bkd tm r`ijemrl` klrm|| mpr mrhkji~ktimj tbkt x` kr` jmt opicdijh |it`|* X` kr` gkjkhijh lmjt`jt*
\mvbi` Tbo`rh`# Vrmdpltimj Dir`ltmr Ijt`rkltiu` G`dik
X` x`r` d`|v`rkt` emr gmr` ec`ioicity ij x`o vpoci|bijh* X` xmpcd opicd vkh`|# kjd tb`j r`dm tb`g
mu`r kjd mu`r khkij* X` xkjt`d tm opicd j`x lkvkoiciti`|# jmt dm tb` |kg` xmra* Kjd x` xkjt`d tm dm
it xitbmpt d`u`cmvg`jt ie vm||ioc`* Lckpdij` O`||`tt`# Vrmn`lt Gkjkh`r# XLG\ Igvc`g`jtktimj
Kjkcy|i| me LTK| r`{pir`g`jt| r`u`kc| tbkt tb` vrigkry vprvm|` emr tb` X`o Vpoci|bijh LG\ i| tmkccmx lmjt`jt gkjkh`r|# `ditmr| kjd x`o|it` |trkt`hi|t| tm lmjtijpmp|cy kdd kjd igvrmu` tb` lmjt`jt
me x`o|it`| xitb `k|`# |m tbkt x`o vrmdpltimj `eemrt| lkj o` mvtigi~`d tm o`j`eit ermg lmgg`rlikc
vrmn`lt mvvmrtpjiti |* \mvbi` Tbo`rh`# Vrmdpltimj Dir`ltmr Ijt`rkltiu G`dik
Kompt K|trkc
K|trkc i| mj` me Lkjkdk(| ckrh`|t g`dik lmgvkji`|* It mv`rkt`| |`u`rkc me tb` lmpjtry(| gm|t vmvpckr vky
kjd |v`likcty t`c`ui|imj# rkdim# mpt'me'bmg` kdu`rti|ijh kjd dihitkc g`dik vrmv`rti`|* K|trkc vcky| k
l`jtrkc rmc` ij lmggpjity cie` klrm|| tb` lmpjtry oy mee`rijh diu`r|`# rilb kjd uiorkjt vrmhrkggijh tbkt
g``t| tb` tk|t`| kjd j``d| me lmj|pg`r| kjd kdu`rti|`r|* Tm c`krj gmr` kompt K|trkc# ui|itk|trkc*lmg*
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?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg J`x XLG\ T`lbjmcmhy emr LTK| Dihitkc
Op|ij`||
K|trkc LTK emrg`d it| ijt`rkltiu` hrmpv ;? y`kr| khm# xitb tb` hmkc me lr`ktijh x`o|it`| |pvvmrtijh it|
`ihbt |v`likcty Er`jlb'ckjhpkh` TU |tktimj|* Lmr` vbicm|mvbi`| "tb`j k| jmx) kr` tbkt x`o vr`|`jl` i|
lmgvc`g`jtkry tm TU ormkdlk|tijh kjd tbkt kpdi`jl` `v`ri`jl` lkj o` `jbkjl`d xitb lmjt`jt tbkt
hm`| o`ymjd vrmhrkggijh it|`ce xbic` |pvvmrtijh tb` ui|imj me tb` orkjd* Tb`|` lmjl`vt| |bkv`d tb`
`umcptimj me LTK x`o|it`| ermg eir|t'h`j`rktimj |tktil vrmhrkggijh hpid`| kjd vrmgmtimjkc-lmjt`jt
kltiuiti`|*
C`u`rkhijh k u`ry |trmjh t`c`ui|imj vr`|`jl` ij it| Er`jlb gkra`t# LkjkcUi`*lmg rkvidcyo`lkg` k vmvpckr vmrtkc oy gid'?666* Tb` |it` vpoci|b`| k bph` ukri`ty me lmjt`jt emrxmg`j ij tb`
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
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?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 4
tb` lmgvkjy| op|ij`||jmt x`o|it` d`|ihj kjd d`u`cmvg`jt* Tbi| |{pkr`cy hrmpjd`d tb` tkrh`t
|mcptimj k| k LG\ mvtigi~`d emr x`o vpoci|bijh kjd g`dik k||`t mrhkji~ktimj# rktb`r tbkj k x`o
vrmdpltimj |y|t`g* Kcc d`li|imj| x`r` driu`j oy k ui|imj me lmjt`jt kjyxb`r`# k| d`t`rgij`d oy
lmj|pg`r vr`e`r`jl`|* Tb` rihbt |mcptimj xmpcd vpt lmjtrmc ij tb` bkjd| me tb` lmjt`jt mxj`r|# `j|pr`
tbkt tb` lmjt`jt lmpcd o` gkjkh`d ijd`v`jd`jtcy me vcktemrg mr d`uil` lmj|trkijt|# kjd `jkoc` bihb
d`hr``| me kptmgktimj kjd |tr`kgcij`d xmraecmx|*
Mj tb` tmv cij`# tb` op|ij`|| lk|` kddr`||`d txm vrigkry mvvmrtpjiti`|* Eir|t# oy kigijh emr gmr`
vrmeitkoc` x`o vrmdpltimj tbrmphb mvtigi~`d lmjt`jt gkjkh`g`jt# LTK xmpcd bku` tig`# tmmc|# kjd
`v`rti|` tm d`umt` tm j`x lmgg`rlikc kjd kdd`d'ukcp` vrmn`lt|* \`lmjd# mj` op|ij`|| krhpg`jt emr
iju`|tg`jt xk| driu`j oy vrmempjd kjd epjdkg`jtkc lbkjh`| ij g`dik kdu`rti|ijh* Tmdky kdu`rti|`r|
d`gkjd lmj|i|t`jt g`||khijh klrm|| kcc lbkjj`c| "x`o# gmoic`# ormkdlk|t# kjd vrijt)* Tb`y xkjt
kdu`rti|ijh g`||khijh ti`d tm r`c`ukjt `ditmrikc lmjt`jt# kjd tb`y xkjt dktk# dktk# kjd gmr` dktk* Tb`
rihbt XLG\ xmpcd o` lritilkc tm LTK| koicity tm lmjtijp` tm kttrklt kjd |`ru` bihb'{pkcity |vmj|mr| kjd
kdu`rti|`r| klrm|| tb` or`kdtb me it| dihitkc op|ij`||*
XLG\ \`krlb kjd \`c`ltimj
Tb` |t``rijh lmggitt`` `|tkoci|b`d k epjj`c vrml`|| emr id`jtieyijh# `ukcpktijh# kjd |`c`ltijh k o`|t'eit
|mcptimj* \tkh`| ijlcpd`d vr`cigijkry |lr``jijh# k vriukt` _EV vrml`||# mj'|it` d`gmj|trktimj|# kjd
bkjd|'mj p|`r `ukcpktimj| oy LTK |tkee* Tm jkrrmx tb` ei`cd ket`r tb` |lr``jijh# tb` lmggitt``
d`u`cmv`d k |`t me a`y lrit`rik tbkt xmpcd {pkciey k |gkcc jpgo`r me XLG u`jdmr| tm r`l`iu` tb` _EV# k|
|pggkri~`d ij Tkoc` ;*
Lrit`rik Hmkc
Gpcti'|it`-gpcti'lbkjj`c gkjkh`g`jt Gkjkh` gpctivc` |it`| xitb k |ijhc` ij|tkccktimj me tb`
|metxkr` tm `jkoc` lmjt`jt |bkrijh kjd r`p|`# kjd cky
empjdktimj emr gmoic` lbkjj`c|
Mv`j krlbit`ltpr` @k|` ijt`hrktimj me vcktemrg lmgvmj`jt| tbrmphb x`cc'
dmlpg`jt`d ijt`rekl`| "KVI|# \DA|# mr vpoci|b`d |mprl`
lmd`)
Kdukjl`d opt ijtpitiu` vpoci|bijh e`ktpr`| Vrmuid` k x`o p|`r ijt`rekl` xitb tmmc| tbkt eklicitkt`
vpoci|bijh kltiuiti`| cia` lr`ktijh ckjdijh vkh`|# e`ktprijh
lmjt`jt# gkjkhijh tkmjmgi`|# kjd ij'lmjt`t `ditijh
Vrimr |pll`|| d`ciu`rijh XLG\ |mcptimj| tm vpoci|b`r|#
vkrtilpckrcy ij dihitkc g`dik kjd ormkdlk|tijh ijdp|tri`|
Orijh k trkla r`lmrd me vm|itiu` v`remrgkjl` emr op|ij`||`|
cia` K|trkc
Tkoc` ;> LTK A`y U`jdmr Lrit`rik
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
7/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 0
Ie k u`jdmr g`t tb`|` a`y lrit`rik# tb` lmggitt`` tb`j lmj|id`r`d mtb`r ekltmr| ijlcpdijh tigijh
"d`vcmyg`jt# trkijijh# kjd kdmvtimj)# vrilijh "cil`j|ijh# gkijt`jkjl`# kjd |pvvmrt)# kjd t`lbjmcmhy eit
xitb tb` i|tijh LTK juirmjg`jt*
Tbi| `ukcpktimj vrml`|| di|ticc`d k ci|t me |i XLG\ u`jdmr| xbm xmpcd r`l`iu` tb` _EV* Tb` lkjdidkt`|
r`vr`|`jt`d k ukri`ty me |mcptimj kvvrmklb`|> mv`j |mprl` XLG d`vcmy`d oy k |y|t`g| ijt`hrktmr#
cil`j|`d |metxkr` lmjeihpr`d kjd ij|tkcc`d oy kj ijt`hrktmr# kjd u`jdmr| d`vcmyijh xitb tb`ir mxj
vrme`||imjkc |`ruil`|*
Mj` me tb` a`y |t`v| ij tb` LTK |`c`ltimj vrml`|| i| xmrtb lkccijh mpt k| k o`|t vrkltil`* Tmm gkjy
tig`|# j`x t`lbjmcmhy ekic| tm r`kci~` it| epcc vmt`jtikc dp` tm lmgvrmgi|`d p|`r kdmvtimj* Tbi| i| met`j
o`lkp|` tb` j``d| me tb` v`mvc` p|ijh tb` |y|t`g tm dm `u`rydky xmra kr` jmt lmj|id`r`d dprijh
r`{pir`g`jt| hktb`rijh* Mr ie tb`y kr` lmj|id`r`d# p|`r| kr` jmt hiu`j tb` mvvmrtpjity tm `v`ri`jl`tb` t`lbjmcmhy eir|t'bkjd ij k r`kc xmra |l`jkrim* Tm it| hr`kt lr`dit# LTK gitihkt`d kdmvtimj ri|a xitb k
bkjd|'mj `ukcpktimj oy LTK `jd'p|`r|# xbm t`|t drmu` tb` |y|t`g| kjd lmgvc`t`d k |mcptimj
kvvr`liktimj {p`|timjjkir` tbkt rkt`d tb`ir `v`ri`jl`| xitb `klb* Tbi| vrml`|| hku` p|`r| k |`j|` me
mxj`r|biv ij tb` j`x |mcptimj1 it kc|m t`k|`d mpt vrmoc`g| kjd i||p`| tbkt gky jmt mtb`rxi|` bku`
|prekl`d dprijh ukcpktimj*
Ket`r tbi| x`cc'vckjj`d kjd gkjkh`d t`lbjmcmhy kl{pi|itimj vrml`||# LTK lbm|` Vmcmvmcy ermgKt`# k
PA'ok|`d |metxkr` lmgvkjy vrmuidijh |mcptimj| emr g`dik'rilb ijdp|tri`|* Tb` emccmxijh ekltmr| x`r`
a`y| tm tb` eijkc d`li|imj>
Gm|t lcm|`cy kcihj`d xitb LTK| a`y r`{pir`g`jt| kjd bihb`|t rkt`d oy LTK p|`r|* Mee`r| e`ktpr`| tbkt |v`lieilkccy kddr`|| lbkcc`jh`| ij tb` g`dik ijdp|try# ijlcpdijh
ijt`hrktimj| xitb tmmc| tbkt jkoc` orkjd x`o|it`| tm igvrmu` kjd gmj`ti~` x`o vr`|`jl`*
Kddr`||`| vkh` lr`ktimj kjd lmjt`jt mrhkji~ktimj `eemrt| xitb dyjkgil vkh` h`j`rktimjkjd t`t gijijh t`lbjmcmhi`|*
Mee`r| lmjt`jt gkjkh`g`jt e`ktpr`| |pvvmrtijh vpoci|bijh xmraecmx| kjd k||`t r`p|`* Ij'lmjt`t kjkcytil|* Tkoc`t vpoci|bijh lkvkoiciti`|* Ec`ioc` kjd `t`j|ioc` |metxkr` krlbit`ltpr`# vcp| g`t tb` LTK vrmeic` emr |lkckoicity kjd
v`remrgkjl`* \metxkr`'k|'k'\`ruil` d`ciu`ry gmd`c*
Vrmn`lt Vckjjijh kjd Igvc`g`jtktimj
LTK| x`o lmjt`jt kjd d`u`cmvg`jt t`kg k||pg`d r`|vmj|ioicity emr tb` XLG\ igvc`g`jtktimj# xitb
kj ijt`rjkc vrmn`lt gkjkh`r lmcckomrktijh xitb kj Kt` c`kd krlbit`lt mj vrmn`lt lmmrdijktimj kjd
vckjjijh* LTK ijitikt`d xmra mj |it` d`|ihj kjd ijemrgktimj krlbit`ltpr`# ijlcpdijh tb` d`eijitimj me
LTK| tkmjmgy lmgvri|ijh k lkt`hmry kjd tkh diltimjkry* Vckjjijh ijlcpd`d kjkcy~ijh kjd d`eijijh
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
8/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 5
|trkt`hi`| emr lmjt`jt gihrktimj# ijt`hrktimj xitb lprr`jt k||`t| kjd r`vm|itmri`|# kjd r`'
igvc`g`jtktimj| me lp|tmg kvvcilktimj| xitbij tb` j`x XLG\*
Tb` ijtrmdpltimj me j`x t`lbjmcmhy lr`kt`d kj mvvmrtpjity emr LTK tm r`tbija tb` x`o lmjt`jt
|trkt`hy emr `klb |it`# ijlcpdijh tb` ijemrgktimj krlbit`ltpr` kjd d`|ihj* K a`y d`|ihj d`li|imj xk|
r`p|``c`g jt| d`u`cmv`d ij Vmcmvmcy xmpcd o` kvvrmvrikt` tm tb` `v`ri`jl` mj k vkrtilpckr |it`# opt
xmpcd kc|m |pit ormkd`r j``d| tm tb` `t`jt vm||ioc`* Emr |v`lieil `c`g`jt j``d|# tb` kvvrmklb xk| tm
`j|pr` tbkt o`bkuimr xk| lmj|i|t`jt klrm|| |it`|* Tm LTK| kpdi`jl`|# tb` Vmcmvmcy'driu`j |it`| xmpcd
o` |igickr ij cmma# |tyc`# kjd o`bkuimr* Tbi| |trkt`hy mee`r`d txm o`j`eit|* Eir|t# it xmpcd `jkoc` LTK tm
h`t tm d`vcmyg`jt ek|t`r# r`dplijh tb` `eemrt tm d`|ihj ijdiuidpkc x`o|it`|* \`lmjd# it xmpcd `j|pr`
lmj|i|t`jt `v`ri`jl` emr lmj|pg`r|# r`dplijh tb` j`hktiu` igvklt tbkt |mg`tig`| mllpr| xitb
jmtil`koc` diee`r`jl`| ij |it` d`|ihj*
Tb` kltpkc trkj|itimjijh me tb` x`o|it`| ermg tb` `i|tijh tm tb` j`x vcktemrg xmpcd ijitikccy o` |tkh`d
mj` |it` kt k tig`* Tbi| d`vcmyg`jt |trkt`hy `j|pr`d op|ij`|| lmjtijpity emr tb` gknmrity me tb`
x`o|it`| kjd gijigi~`d tb` ri|a me di|rpvtimj dp` tm j`x t`lbjmcmhy ijtrmdpltimj* LTK| tbmphbtepc
kvvrmklb ijlcpd`d kj k||`||g`jt me tb` |lmv` me lmjt`jt gihrktimj i||p`|* Tb` rmcc'mpt |tkrt`d xitb
Gp|igk*lmg# k |gkcc |it` ij t`rg| me jpgo`r me lmjt`jt k||`t|# kjd gmu`d mj tm ^t`c`*lmg# k
g`dipg'|i~`d |it`* LkjkcUi`*lmg i| tb` tbird tm gmu` tm tb` j`x vcktemrg* Tbi| xicc o` tb` ckrh`|t
`eemrt dp` tm tb` kgmpjt me lmjt`jt tbkt xicc o` gihrkt`d*
Eihpr` ;> XLG\ Tig`cij`
\`v ?6;6 tm Gkr ?6;;
_`{pir`g`jt|d`eijitimj#u`jdmriju`|tihktimj#kjd t`lbjmcmhy|`c`ltimj
Kvr kjd Gky ?6;;
Lmjtrkltijhxitb Kt`
Npj ?6;;
Igvc`g`jtktimj|tkrt
E`o ?6;?
Txm |it`|rpjjijh mj j`xXLG\
Gkr ?6;?
Txm |it`| ijd`u`cmvg`jt
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
9/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 8
T`lbjmcmhy ij Kltimj
Pjd`r tb` bmmd# tb` xky| tbkt tb` |it`| kjd vkh`| xmra`d xmpcd o` lmgvc`t`cy diee`r`jt ermg tb`
`i|tijh kvvrmklb`|* Tb`|` j`x lkvkoiciti`| kr` epjdkg`jtkc tm ijjmuktimj kt LTKtb` ijtrmdpltimj me
j`x lkvkoiciti`| tbkt d`ciu`r j`x ukcp`* LTK xmpcd o` koc` tm `jhkh` kpdi`jl`|# |`ru` kdu`rti|`r|# kjd
vm|itimj emr hrmxtb ij xky| tbkt it lmpcd jmt xitbmpt kj pvdkt`d lmjt`jt t`lbjmcmhy ijerk|trpltpr`*
LTK| XLG\ @juirmjg`jt
Ij tb` lmpr|` me it| kjkcy|i|# LTK id`jtiei`d k jpgo`r me a`y t`lbjilkc r`{pir`g`jt|# opt v`rbkv| tb`
gm|t igvmrtkjt xk| bkuijh k lmjt`jt gkjkh`g`jt vcktemrg tbkt xmpcd |`vkrkt` lmjt`jt ermg emrgkt
ij xky| tbkt xmpcd>
@jkoc` vkh`| tm o` k||`goc`d mj tb` ecy# ijlcpdijh ckjdijh vkh`| emr krtilc`|# ijd` vkh`| emr|`ltimj|# kjd ijd` vkh`| emr tb` |it`| tb`g|`cu`|*
Driu` tbi| dyjkgil k||`gocy ermg k rilb krrky me g`tkdktk* Gkrry tb` k||`goc`d lmjt`jt xitb r`c`ukjt kdu`rti|ijh*
Tka`j tmh`tb`r# tb`|` e`ktpr`| xmpcd `jkoc` LTK tm lr`kt`# ij `ee`lt# kj pjcigit`d iju`jtmry me vkh`|
kjd kllmgvkjyijh kdu`rti|ijh# kjd tm r`kdicy opicd mpt lp|tmg lmjt`jt |`t|# gilrm'|it`|# kjd mtb`r
lmjt`jt vklakh`| tbkt lmpcd o` oc`jd`d xitb kdu`rti|ijh*
LTK| |mcptimj me lbmil`# Kt` Vmcmvmcy# i| mvtigi~`d emr tbi| aijd me d`ciu`ry# xbilb i| xby it i| xid`cy
p|`d ij j`x| kjd g`dik lmgvkji`|* Lmjt`jt i| |tmr`d ij k j`ptrkc RGC |trpltpr`* @klb lmjt`jt `c`g`jt
lkj o` tkhh`d xitb k ukri`ty me g`tkdktk* Vkh`| kr` tb`j dyjkgilkccy k||`goc`d ok|`d mj tb`
g`tkdktk* Emr `kgvc`# krtilc`| tkhh`d k| o`ijh kompt k vkrtilpckr t`c`ui|imj |bmx mr gmui` lkj o`
k||`goc`d mj tb` ecy ijtm k ckjdijh vkh` kompt tbkt |bmx# kjd gkrri`d xitb kdu`rti|ijh kompt tbkt
|bmx# gmui`# mr mtb`r r`ckt`d vrmdplt|* Ij kdditimj>
Tb` emrgkt'j`ptrkc RGC lmjt`jt xicc kccmx LTK tm dyjkgilkccy gka` lmjt`jt kukickoc` emrvpocilktimj mj kjy dihitkc d`uil`*
Vmcmvmcy| ijt`hrkt`d t`t gijijh tmmc| |igvciey lmjt`jt tkhhijh* LTK| lmjt`jt lr`ktmr| lkj`eeili`jtcy tkh lmjt`jt |`t|# tb`r`oy driuijh tb` dyjkgil k||`gocy me lmjt`jt vrmdplt| kjd
ckjdijh vkh`| di|vckyijh r`ckt`d lmjt`jt kjd kdu`rti|ijh*
Tb` lmjt`jt lkt`hmri~ktimj bk| tb` kdd`d o`j`eit me b`cvijh tm a``v ui|itmr| mj tb` |it`cmjh`r oy dir`ltijh tb`g tm r`ckt`d kjd ijt`r`|tijh lmjt`jt# tb`r`oy h`j`rktijh kdditimjkc
kdu`rti|ijh r`u`jp`*
Tb` pjd`rcyijh lmjt`jt gmd`c i| |igvc` opt vmx`repc* Ij `||`jl`# kcc lmjt`jt i| |tmr`d k| Krtilc`| "tb`
lmjt`jt mr ijemrgktimj lkrryijh pjit) kjd ij D`vkrtg`jt|# xbilb kr` lmjt`jt lmjtkij`r| tbkt lkj o`
p|`d tm opicd bi`rkrlbi`| mr ci|t| me krtilc`|* Omtb tb` Krtilc`| kjd D`vkrtg`jt| kr` cija`d tm mj` mr gmr`
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
10/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 2
ijvpt t`gvckt`| kjd mj` mr gmr` mptvpt t`gvckt`|* Tb` ijvpt t`gvckt`| vrmuid` k hrkvbilkc p|`r
ijt`rekl` tm tb` lmjt`jt# `jkocijh `ditmr| tm lr`kt` kjd gkjkh` lmjt`jt mon`lt|* Tb` mptvpt t`gvckt`|
kr` tb`j p|`d tm r`jd`r tb` lmjt`jt* Xitb tbi| gmd`c# kj krtilc` mj k gmui` lmpcd o` gkrri`d xitb mj` mr
gmr` mptvpt t`gvckt`|mj` emr tb` vrigkry ckjdijh vkh`# mj` emr kj kct`rjkt` ckjdijh vkh` d`|ihj#
mj` emr k gmoic` u`r|imj me tb` x`o|it`# kjd |m mj*
Ij kdditimj# lmjt`jt gkjkh`d ij tb` vcktemrg i|>
Lklb`d kjd di|triopt`d# `jkocijh dyjkgil d`ciu`ry me tb` lmjt`jt tm ukrimp| di|trioptimjvmijt| kjd emrgkt|*
U`r|imj`d# `jkocijh lmjtijpmp| kjd ec`ioc` pvdktijh me tb` lmjt`jt# k| x`cc k| epjltimj||plb k| rmccokla xb`j j`l`||kry*
Ijd``d# jkocijh |`krlb kjd mjhmijh t`t gijijh kjd r`eij`g`jt* Igvmrtkoc` kjd vmrtkoc`# jkocijh KVI'c`u`c kll`|| kjd ec`ioc` gmd`c| me |yjdilktimj*
LTK| krlbit`ltpr` emr it| Vpoci|b Kjyxb`r` X`o LG\ i| iccp|trkt`d ij Eihpr` ?*
Eihpr` ?> XLG\ Krlbit`ltpr` kt LTK
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
11/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg 9
Xitbij tb` Vmcmvmcy vcktemrg# tb` lmr` lmjt`jt gkjkh`g`jt |`ruil`| "|tmrkh`# ijd`ijh# u`r|imjijh#
kll`|| oy p|`r|# `tl*) kr` |`vkrkt` ermg tb` rpj'tig` u`r|imj| me vrmdplt tbkt kr` p|`d emr d`ciu`ry#
xbilb kr` |bmxj kt tb` tmv me tb` dikhrkg "X`o|it` K# O# kjd |m mj)* Tbi| |`vkrktimj `jkoc`| |lkcijh tm
kllmggmdkt` u`ry bihb trkeeil# xbilb xicc o` `||`jtikc k| trkeeil hrmx| kjd x`o|it`| o`lmg` r`vc`t`
xitb uid`m# kpdim# kjigktimj# kjd mtb`r r`|mprl`'ijt`j|iu` lmjt`jt* Gpctivc` cmhilkc cky`r| d`dilkt`d tm
|v`lieil |`ruil`| gka` it vm||ioc` tm i|mckt` lkvkoiciti`| emr v`remrgkjl` mvtigi~ktimj kjd gkjkh`g`jt
me ijerk|trpltpr` lm|t|*
E`ktpr`| me tb` Vpoci|b @u`ryxb`r krlbit`ltpr` ijlcpd`>
Dyjkgil lmjt`jt d`ciu`ry emr gmoic` kjd x`o ormx|`r|* K lmjt`jt kdgiji|trktimj kjd vpoci|bijh cky`r gkjkhijh lmjt`jt lr`ktimj# xmraecmx|#
lmjt`jt tkhhijh# kjd |it` |trpltpr`* Kvvcilktimj t`gvckt`| mr vcphij| emr ijt`hrktijh a`y tbird vkrty |`ruil`| |plb k| OrihbtLmu`
emr uid`m d`ciu`ry# Hmmhc` Kjkcytil|# kjd Kdmo` Mgjitpr`*
Tb` vcktemrg |pvvmrt| |tkjdkrd r`c`k|` gkjkh`g`jt o`|t vrkltil`|# d`vcmy`d xitb k lmjtijpmp|
ijt`hrktimj d`u`cmvg`jt kvvrmklb p|ijh d`u`cmvg`jt# |tkhijh kjd vrmdpltimj `juirmjg`jt| k|
iccp|trkt`d ij Eihpr`
-
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12/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;6
Eihpr` LTK Vpoci|bijh @juirmjg`jt
J`x Xmraecmx| kjd Vrml`||`|
K a`y LTK r`{pir`g`jt xk| tm gka` lmjt`jt lr`ktmr| gplb gmr` vrmdpltiu` oy kccmxijh tb`g tm emlp|
mj lmjt`jt lr`ktimj kjd jmt d`|ihj mr vkh` ckympt|* Ij tb` mcd `juirmjg`jt# j`x lmjt`jt d`u`cmvg`jt
met`j g`kjt xmraijh xitb xir`erkg`| mr gmlapv| me j`x vkh`|* Jmx lmjt`jt lr`ktmr| bku` k gplb
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
13/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;;
|igvc`r xmraecmx me lr`ktijh tb` lmjt`jt# `jrilbijh it xitb tkhhijh# kjd tb`j |pogittijh it tm k
xmraecmx# k| iccp|trkt`d ij Eihpr` 4*
Eihpr` 4> LTK X`o Vpoci|bijh Xmraecmx
Lmjt`jt lr`ktmr| `jt`r rkx lmjt`jt ijtm k |igvc` p|`r ijt`rekl` tbkt |`vkrkt`| a`y `c`g`jt||plb k| tb` titc` kjd c`kd ermg tb` epcc t`t me tb` krtilc`* P|`r| kr` trkij`d ij tb` ijt`rekl` kjd
bku` k hpid` ij|trpltijh tb`g mj xbkt `c`g`jt| kr` kccmx`d ij tb` lmjt`jt*
Lmjt`jt i| tb`j tkhh`d emr |pon`lt kjd mtb`r a`y g`tkdktk* P|`r| kr` vr`|`jt`d xitb kjijt`rekl` tbkt ijlcpd`| tb` |pon`lt lkt`hmri`| kjd g`tkdktk `c`g`jt| |plb k| krti|t| xbm kr`
g`jtimj`d ij tb` lmjt`jt# h`mhrkvbilkc tkh|# kjd xb`tb`r k uid`m lciv mr mtb`r g`dik kr`
ijlcpd`d ij tb` lmjt`jt*
P|`r| tb`j |pogit tb` lmjt`jt tm k xmraecmx* P|`r| lkj |ku` drket|# vr`ui`x tb` lmjt`jt# mrvpoci|b it dir`ltcy tm tb` x`o|it`*
Tbi| |kg` mu`rkcc vrml`|| driu`| tb` tkmjmgy kjd t`t gijijh emr tb` vpoci|b`d x`o|it`|* Tb` lmjt`jti| tkhh`d emr |pon`lt kjd mtb`r g`tkdktk* Krtilc`| tkhh`d emr k |v`lieil krti|t# emr `kgvc`# lkj o` p|`d
tm dyjkgilkccy h`j`rkt` vkh`| kjd {p`p`| me krtilc`| tbkt lkj o` `go`dd`d ij mtb`r vkh`|* Tb`|`
krtilc`| lkj tb`j o` gkrri`d xitb kvvrmvrikt` kdu`rti|ijh mr `u`j tkhh`d emr |v`lieil lkgvkihj|* Tb`
tkhhijh kc|m `jrilb`| tb` |`krlb `v`ri`jl` emr p|`r|# vrmuidijh o`tt`r r`|pct| kjd gmr` xky| me
eict`rijh tb` r`|pct|*
O`j`eit| me k Lcmpd Gmd`c
Hiu`j LTK| d`gkjdijh lmjt`jt lr`ktimj# gkjkh`g`jt# kjd d`ciu`ry r`{pir`g`jt|# k bm|tijh
vkrtj`r|biv krrkjh`g`jt xitb Kt` gkd` tb` gm|t eijkjlikc kjd mv`rktimjkc |`j|`* Tb` |tkhijh kjd
vrmdpltimj `juirmjg`jt| kr` cmlkt`d ij k vriukt` lcmpd# bm|t`d oy Kt`* Tb` d`u`cmvg`jt `juirmjg`jti| bmp|`d xitbij LTK* Tbi| erkg`xmra b`cv| r`dpl` tb` lmgvkjy| mv`rktijh `v`j|` oy r`gmuijh tb`
j``d tm iju`|t ij j`x bkrdxkr` mr r`|mprl`| tm gmjitmr tb` |y|t`g* Tb` o`j`eit| me tbi| kvvrmklb kr`
gpctiemcd>
Uirtpkci~`d |`ru`r| jkoc` rkvid |lkcijh* Ekicmu`r lkj o` j`kr'ij|tkjtkj`mp| emr di|k|t`r r`lmu`ry mr ij tb` `u`jt me k |ijhc` vmijt me
ekicpr`*
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14/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;?
Opr|t| me kdditimjkc okjdxidtb lkj o` kllmggmdkt`d xb`j trkeeil |via`| emr |v`likc `u`jt|mr v`rimd| me ijlr`k|`d trkeeil*
\y|t`g kjd v`remrgkjl` gmjitmrijh lkj o` lmjtijpmp| kjd vrmkltiu`*
Lprr`jt \tkt` kjd _`|pct| tm Dkt`
Jmx ;2 gmjtb| ijtm tb` vrmn`lt# LTK bk| trkj|itimj`d Gp|igk*lmg kjd ^t`c`*lmg tm tb` j`x XLG\#
kjd bk| |tkrt`d mj Bi|tmriktu*lmg kjd LkjkcUi`*lmg* LTK xicc lmgvc`t` igvc`g`jtktimj| klrm|| tb`
r`gkijijh empr vrmv`rti`| mu`r tb` j`t y`kr* Xitb tmtkc d`vcmyg`jt ij it| `krcy |tkh`|# tb` ormkd
viltpr` me t`lbjmcmhy igvklt i| mjcy |tkrtijh tm `g`rh`* Opt tb`r` kr` `jlmprkhijh kjd lmgv`ccijh
|ihj| me |pll`||*
Mv`rktimjkc igvrmu`g`jt| jkoc`d oy LTK| x`o vpoci|bijh LG\ kr` kcr`kdy o`ijh r`kci~`d*
Lr`ktijh k j`x vkh` |trpltpr` mr t`gvckt` i| jmx pv tm 26% ek|t`r# d`v`jdijh pvmj tb` c`u`cme `c`g`jt r`p|` xitbij Vmcmvmcy kjd vpoci|bijh {p`p`|* Ij kdditimj# kj `ditmr lkj ``lpt`
tbi| vrml`|| xitbmpt k t`lbjilkc r`|mprl` "p|`r ijt`rekl` d`|ihj`r mr ermjt' mr okla'`jd
d`u`cmv`r)* Xbkt r`{pir`d empr r`|mprl`| ij tb` vk|t i| jmx ``lpt`d oy mj` v`r|mj* Tb`r` i|
kc|m c`|| ri|a ijumcu`d tbkj xitb tb` bkrdlmd`d |it`|# r`|pctijh ermg tb` koicity tm vr`ui`x kjd
rmcc okla {pilacy kjd k|icy*
Vpoci|bijh j`x lmjt`jt ij kj `i|tijh t`gvckt` i| jmx pv tm 06% ek|t`r* Pvcmkdijh k j`xkrtilc` jm cmjh`r r`{pir`| k d`|ihj`r kjd k ermjt'`jd d`u`cmv`r# kctbmphb k d`|ihj`r |ticcv`remrg| k {pkcity k||prkjl` lb`la o`lkp|` igkh` {pkcity i| lritilkc mj tb` LTK x`o|it`|#
kjd lmrr`lt emrgkttijh i| ||`jtikc*
Kptmgktijh ermjt'`jd d`u`cmvg`jt vrml`||`| bk| drkgktilkccy r`dpl`d tb` ri|a me `rrmrijtrmdpltimj xb`j gkjpkccy bkrdlmdijh vkh`| oy kvvrmigkt`cy 96%# ok|`d mj ijitikc
r`|pct|* LTK bk| kc|m r`kci~`d lmjt`jt r`cikoicity kjd v`remrgkjl` |tkoicity tbrmphb tb` j`x
xmraecmx tbkt |tr`kgcij`| vpoci|bijh ermg tb` d`u`cmvg`jt tm |tkhijh tm vrmdpltimj
`juirmjg`jt|*
Tb`|` igvrmu`g`jt| xicc `jkoc` LTK tm g``t it| ckrh`r op|ij`|| hmkc me c`u`rkhijh tb` |kg` r`|mprl`|
tm lr`kt` j`x ukcp`# ij|t`kd me lmj|pgijh tig` kjd gmj`y xitb r`v`titiu` gkjpkc vrml`||`|*
LTK i| gmjitmrijh g`tril| d`|ihj`d tm k||`|| tb` igvklt me tb` j`x t`lbjmcmhy mj kpdi`jl`
`jhkh`g`jt# ijlcpdijh ijlr`k|` ij jpgo`r me lmj|pg`r| kll`||ijh uid`m mr mtb`r lmjt`jt |v`lieil tm
tb` |it` "|plb k| ocmh `jtri`| mj ^t`c`*lmg)# kjd gmr` vkh` ui`x| me uid`m lmjt`jt* Ijlr`k|`| ij trkeeil
kjd `jhkh`g`jt vcp| j`x t`lbjilkc kjd vrml`|| lkvkoiciti`| d`ciu`r`d oy tb` x`o vpoci|bijh LG\ xicc
c`kd tm tb` cmjh`r't`rg |trkt`hil o`j`eit| tbkt kr` tkrh`t`d emr tbr`` y`kr| ket`r epcc d`vcmyg`jt*
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15/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ; Kvvcyijh LTK| C`||mj| ij Vrkltilkc Ijjmuktimj
Tb` koicity tm di|triopt` lmjt`jt ij dihitkc emrg mu`r cmx'lm|t j`txmra| bk| tmplb`d `u`ry lmrj`r me
`u`ry ijdp|try ij xbilb `lmjmgil ukcp` i| d`riu`d ermg lmjt`jt di|trioptimj# ijlcpdijh j`x|vkv`r|#
gkhk~ij`|# gp|il# omma|# `u`j vrme`||imjkc ijemrgktimj |`ruil`|* Ij k xmrcd tprj`d lbkmtil oy
t`lbjmcmhy# uikoc` vktb| emrxkrd kr` jmt cij`kr* Tb` xijj`r| kr` trkj|emrgijh tb`g|`cu`| ermg |ijhc`'
g`dik op|ij`||`| cia` TU ijtm trp` gpcti'lbkjj`c dihitkc op|ij`||`|* Tm dm tbi|# c`kd`r| gp|t |t`v okla#
r`tbija# kjd gmu` kb`kd ij xky| tbkt kr` cia`cy tm o` epjdkg`jtkccy diee`r`jt ermg tb`ir bi|tmrilkcop|ij`||`|* Tbi| i| xby tb` xiccijhj`|| tm `gorkl` trp` ijjmuktimj i| lbkrklt`ri|til me gkra`t c`kd`r|*
Tb`y ajmx tbkt j`x lkvkoiciti`| tbkt d`ciu`r j`x ukcp` kr` `||`jtikc* Opt tb`y kr` kc|m vrkltilkc#
r`lmhji~ijh tbkt lprr`jt op|ij`|| v`remrgkjl` i| lritilkccy igvmrtkjt*
Xitbij tb` lmjt`t me tb` t`lbjmcmhy ijitiktiu`| lmu`r d ij tbi| lk|` |tpdy# LTK iccp|trkt`| o`|t vrkltil`|
xitb it| lmggitg`jt tm gkjkhijh tb` okckjl` o`tx``j igvrmuijh lprr`jt r`|pct| kjd vpr|pijh it|
O`bkuimrkc kdu`rti|ijh i| tb` d`ciu`ry me kdu`r'
ti|ijh lmjt`jt ok|`d mj tb` lmcc`ltimj me dktk
mjcij` ermg k vkrtilpckr lmgvpt`r mr d`uil`
lkvtprijh X`o ui`xijh o`bkuimr| mu`r tig` kjd
klrm|| jmj'kecikt` X o |it`| emr tb` vprvm|` me
p|ijh |plb dktk tm vr`dilt p|`r vr`e`r`jl`| mr
ijt`r`|t| tm d`ciu`r kdu`rti|ijh tm tbkt lmgvpt`r
mr d`uil` ok|`d mj tb` vr`e`r`jl`| mr ijt`r`|t|
ije`rr`d ermg |plb X`o ui`xijh o`bkuimr|*
O`bkuimrkc kdu`rti|ijh i| di|tijhpi|b`d ermg
lmjt`tpkc kdu`rti|ijh# xb`r` kd| kr` ok|`d mj
tb` lmjt`jt me k X`o vkh`# k |`krlb {p`ry# mr k
p|`r| lmjt`gvmrkj`mp| o`bkuimr mj tb` |it`*
'' \`ce'_`hpcktmry Vrijlivc`| emr Mjcij`
O`bkuimrkc Kdu`rti|ijh# Npcy ?669
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?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;4
ui|imj emr dihitkc g`dik vr`|`jl`* It| e``t kr` eirgcy vckjt`d ij omtb it| lprr`jt op|ij`|| kjd tb` op|ij`||
it k|vir`| tm o`lmg`* X` lkj vmijt tm tbr`` |v`lieil kgvc`|>
_MI ij tb` j`x XLG\ vcktemrg i| emlp|`d mj tb` omttmg cij` emr tb` eir|t tbr`` y`kr|# xitb tmv'cij` r`u`jp` `v`lt`d tb`r`ket`r* Tb` |t``rijh lmggitt`` |`t r`kci|til `v`ltktimj| r`hkrdijh
tmv'cij` tig`erkg`* Kctbmphb lbkjh` i| mllprrijh rkvidcy# it i| jmt bkvv`jijh |m ek|t tbkt
r`cikoc`# |p|tkijkoc` r`u`jp` lkj o` vrmgi|`d ij tb` j`kr t`rg*
Tb` ijitikc mj`'|it`'kt'k'tig` kvvrmklb tm igvc`g`jtijh tb` j`x vcktemrg i| d`|ihj`d tmgijigi~` ijt`rrpvtimj me tb` lprr`jt op|ij`||# kjd kt tb` |kg` tig` mrlb`|trkt` tb`
d`u`cmvg`jt me ijt`rjkc lkvkoiciti`| oy |tkrtijh xitb tb` |gkcc`|t |it`| kjd gmuijh mjtm tb`
ckrh`r vrmn`lt|*
Tb` d`li|imj tm d`vcmy xitb k lcmpd gmd`c kjd mpt|mprl` gplb me tb` IT ijerk|trpltpr` i|`||`jtikc tm LTK| koicity tm g``t lprr`jt kjd eptpr` vrmn`lt hmkc|* Tbrmphb k |trkt`hil
r`cktimj|biv xitb it| t`lbjmcmhy vkrtj`r Kt`# LTK i| kddr`||ijh lprr`jt gkjkh`g`jt r`kciti`|
k| x`cc k| `j|prijh lm|t'`ee`ltiu` |lkckoicity k| lmjt`jt vpoci|bijh d`gkjd| hrmx mu`r tig`*
@|tkoci|bijh kjd gkijtkijijh tb` okckjl` o`tx``j igvrmuijh tb` lprr`jt op|ij`|| kjd r`kci~ijh eptpr`
ui|imj i| kcxky| k dieeilpct gkjkh`g`jt lbkcc`jh`* T`gvtktimj| tm ekumr mj` mu`r tb` mtb`r kr`
|mg`tig`| tmm hr`kt tm ihjmr`# vkrtilpckrcy xb`j tb` vr`||pr`| me rkvid kjd ij`mrkoc` lbkjh` lr`kt`
prh`jly tm dm |mg`tbijh* _`kd`r| me tbi| lk|` |tpdy xmpcd dm x`cc tm lmj|id`r LTK| kvvrmklb>
\tky emlp|`d mj tb` lmr` op|ij`|| ij tb` gid|t me lbkjh`* LTK j`u`r cm|`| |ihbt me tb` eklt tbktit| op|ij`|| i| lmjt`jt* \trkt`hi`| kjd tkltil| kr` lmj|tkjtcy trkij`d mj d`u`cmvijh lkvkoiciti`|kjd lmgv`t`jli`| tbkt `|tkoci|b tb` lmgvkjy k| tb` vr`gi`r lmjt`jt vrmuid`r ij it| gkra`t|
klrm|| kcc g`dik*
Orijh kcc me tb` |tka`bmcd`r| tm tb` tkoc`* Tb` lmgvm|itimj me tb` |t``rijh lmggitt`` `j|pr`dtbkt `u`ry mrhkji~ktimj igvklt`d oy tb` j`x XLG\ xk| r`vr`|`jt`d# kjd tbkt kcc hrmpv| x`r`
r`kdy tm klt mjl` tb` t`lbjmcmhy d`li|imj| bkd o``j gkd`*
D`u`cmv |trkt`hil vkrtj`r|biv| xitb t`lbjmcmhy vrmuid`r|* LTK |mphbt mpt k |pvvci`r xitb kd`vtb me `v`ri`jl` xmraijh xitb g`dik lmgvkji`|# `|tkoci|bijh u`rtilkc gkra`t `v`rti|` k| k
a`y lrit`rik dprijh tb` |`c`ltimj vrml`||* Xitb it| lcmpd d`vcmyg`jt me XLG\# LTK kjd Kt`
kr` xmraijh tmh`tb`r mj k dkicy ok|i| kjd ij lmcckomrktimj tm r`dpl` LTK| ri|a* Tbi| lkjjmt
bkvv`j ie tb` |pvvci`r |igvcy ij|tkcc| tb` |metxkr` kjd |`jd| k oicc*
Mtb`r o`|t vrkltil`| x`cc iccp|trkt`d oy LTK| XLG\ |pll`|| ijlcpd`>
Tka` kj mrhkji~`d# g`tbmdilkc vrml`|| tm t`lbjmcmhy kl{pi|itimj tbkt i| lmj|limp|cy ijlcp|iu` mekcc |tka`bmcd`r| kjd p|`r|* LTK `l`cc`d ij it| kvvrmklb tm eijdijh tb` o`|t'eit XLG\* Vpttijh
tb` |y|t`g| ij tb` bkjd| me tb` p|`r| o`emr` opyijh gky bku` tka`j k cittc` gmr` tig` dprijh
tb` ukcpktimj vrml`||# opt xicc vky |ihjieilkjt o`j`eit| ij t`rg| me kdmvtimj*
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
17/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;0
J`u`r pjd`r`|tigkt` tb` lmjt`jt gihrktimj i||p`|* Ij bijd|ihbt# LTK| vrmdpltimj dir`ltmr\mvbi` Tbo`rh` id`jtiei`| tbi| k| kj igvmrtkjt c`||mj c`krj`d* Ij tb` `jd# lmjt`jt gihrktimj
xicc o` tb` ckrh`|t vmrtimj me vrmn`lt `eemrt oy ekr# kjd it i| `||`jtikc tm gkjkh` tb` `eemrt
lmj|limp|cy kjd rihmrmp|cy* Gihrktijh xbic` d`vcmyijh bk| vr`|`jt`d |mg` pj`v`lt`d
d`u`cmv`r lbkcc`jh`|# kjd tb` vrml`|| i| r`|mprl` ijt`j|iu`# k| tb`r` i| jm xky tm kptmgkt` tb`
gihrktimj*
LTK| |tmry i| mj` me hrmxtb kjd `umcptimj# jmt igg`dikt` kjd xbmc`|kc` trkj|emrgktimj* Ijjmuktimj i|
|mg`tig`| gi|tka`j k| igvmrtkjt mjcy ij tb` cktt`r lk|`* K| LTK| |pll`|| bk| |bmxj# iju`|tg`jt ij
j`x lmjt`jt t`lbjmcmhy kjd vrkltil`| lkj ijtrmdpl` j`x lkvkoiciti`| tbkt gka` ijjmuktimj vrkltilkc#
gkjkh`koc`# kjd ||`jtikc tm igvkltijh lprr`jt k| x`cc k| eptpr` op|ij`||*
K Vkrtj`r| Umil`
X` tbkja Kt` emr lmjtrioptijh tb` emccmxijh lmjt`jt tm tbi| lk|` |tpdy*
Tb` ormkdlk|t ijdp|try# cia` kcc g`dik |`ltmr|# i| eklijh ijlr`k|`d lmgv`titimj emr kpdi`jl` tig` kjd
ktt`jtimj* Kj kopjdkjl` me lbmil` kccmx| lmj|pg`r| tm o` gmr` |`c`ltiu`* K| k r`|pct# ormkdlk|t`r|
j``d pjvkrkcc`c`d ec`ioicity ij d`ciu`rijh lmjt`jt kjd lr`ktijh k gmr` `jhkhijh p|`r `v`ri`jl`* Tb`
Kt` Vmcmvmcy X`o Lmjt`jt Gkjkh`g`jt \y|t`g "Vmcmvmcy) i| kj ijt`hrkt`d |metxkr` vcktemrg
omk|tijh k |pit` me tmmc| d`|ihj`d tm `gvmx`r ormkdlk|t j`x| d`vkrtg`jt|# `jrilb x`o|it`|# kjd
`vkjd lp|tmg`r gkra`tijh eemrt| klrm|| kcc g`dik lbkjj`c|*
Hcmokc ormkdlk|t lmgvkji`| cia` K|trkc G`dik kr` |`c`ltijh Vmcmvmcy tm `vkjd kjd `jrilb tb`ir mjcij`
vr`|`jl` kjd tm d`ciu`r mj tb`ir g`tkdktk'driu`j vpoci|bijh gmd`c* Vmcmvmcy i| ok|`d mj mv`j
|tkjdkrd| kjd k bihbcy |lkckoc` krlbit`ltpr`* Tb` |y|t`g i| |igvc` tm p|`# y`t vmx`repc kjd ec`ioc`# kjd
xbilb lprr`jtcy gkjkh`| |mg` me tb` ckrh`|t trkeeil x`o |it`| ij tb` xmrcd*
Bkuijh xmra`d xitb |mg` me tb` gm|t kdukjl`d kjd d`gkjdijh dihitkc vpoci|b`r|# Vmcmvmcy kddr`||`|
tb` diu`r|` kjd lmgvc` d`gkjd| me hcmokc ormkdlk|t`r|* Vmcmvmcy |pvvmrt| tb` vckjjijh# lr`ktimj#
`jrilbg`jt# d`ciu`ry kjd kll`|| me lmjt`jt klrm|| kcc g`dik lbkjj`c|* Ij kdditimj# tb` |y|t`g `jkoc`|
lmj|mcidkt`d j`x|rmmg mrhkji~ktimjkc kjd xmraecmx gmd`c|# xitb k emlp| mj {pkcity cmlkc lmjt`jt kjd
hr`kt`r lmggpjity vkrtilivktimj*
Xitb tmdky| g`dik mrhkji~ktimj| o`ijh lmjtijpmp|cy lbkcc`jh`d tm |p|tkij tb`ir vm|itimj| k| tb`
ijemrgktimj l`jt`r| me tb`ir cmlkc lmggpjiti`|# Vmcmvmcy vrmuid`| lmgv`t`jly ij tbi| lbkjhijh
op|ij`|| gmd`c# vmx`rijh tb` ecmx me ijemrgktimj kjd gkjkhijh k ormkdlk|t`r| kpdi`jl`#
lmjtrioptmr|# kjd lmggpjiti |*
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
18/19
?6;? Mpt|`cc# Ijl*
bttv>--mpt|`ccijl*lmg ;5
Ij |bmrt# Vmcmvmcy vrmuid`| tb` ijerk|trpltpr` tm `t`jd k ormkdlk|t lmgvkjy| g`dik r`klb# d`ciu`rijh
kjy lmjt`jt# kjyxb`r`# kjytig`# kjd ij kjy emrgkt* X` kr` u`ry vrmpd me mpr r`cktimj|biv xitb K|trkc
G`dik# kjd x` cmma emrxkrd tm lmjtijpijh mpr vkrtj`r|biv me lmcckomrktimj kjd ijjmuktimj*
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8/2/2019 Practical Innovation at Chaines Tele Astral - Growing a Digital Media Business With Content Management Strategies
19/19
Mpt|`cc# Ijl*# i| k r`|`krlb kjd kdui|mry eirg tbkt b`cv| tb` xmrcd| vpoci|b`r|# ijemrgktimj vrmuid`r|#
kjd `jt`rvri|` gkra`t`r| hrmx r`u`jp`# d`ciu`r |pv`rimr |mcptimj|# mvtigi~` tb`ir lci`jt| v`remrgkjl`#
kjd tbriu` ij k ek|t'lbkjhijh hcmokc dihitkc gkra`t*
Lkcc !; 5;8*498*944
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