managing convergence “ we must never forget it’s the content that matters most of all … all...
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ManagingConvergence
“We must never forget it’s the content that matters most of all … All the technology in the world will have no impact if there is no quality content to be exploited”
Jenny Abramsky former Director of Audio & MusicBBC
Developing Skills
The UK Sector Skills Council for Creative Media • an independent UK–wide organisation owned and
managed by the creative media industries • jointly funded by industry and government • its role is to support its industries so they have the right
people, with the right skills, in the right place, at the right time in order that they remain economically and creatively competitive
Developing Skills
Skillset works with its industries by: • undertaking research and consultation with industry • establishing strategic consensus within and between its
various industry sectors • delivering solutions – promoting best practice, running
funding schemes and projects, offering business support and an impartial careers information service for new entrants and established industry professionals
Developing Skills
COMMERCIALRADIO
COMMUNITY &
VOLUNTARYRADIOPUBLICLY-FUNDED
RADIO
UK RADIO INDUSTRYSECTORS
Developing Skills
“ We’re in the audio entertainment and information business now … rather than pure radio”
Mark Story, Managing Director National Brands, Bauer Radio
Developing Skills
“…changes in listening habits, together with emerging new technologies have had a more rapid and profound impact on the radio industry than was foreseen just a few years ago”
“The Future of Radio” Ofcom 2007
Developing Skills
UK radio listening has remained strong for a decade:
• almost 90% of population tune in each week• 45 million adult listeners (15+) Q2 2008• growing number of stations and formats across
a range of platforms
Developing Skills
“Radio has always been portable but now it will be ubiquitous”
Andrew Harrison,
Chief Executive, Radio Centre, UK
Developing Skills
“The challenge for the BBC and commercial radio is to create compelling content – that’s the business we are in”
Trevor Dann, Director, Radio Academy, UK
Developing Skills
A radio workforce for the future
• breadth of knowledge and awareness about the radio industry and the wider multi-media environment and the forces driving change; general transferable work and life skills including a commitment to continuous learning; and a basic grasp of a number of industry skills to offer a multi-skilled approach
• depth of specialism and expertise in particular fields; an understanding of the enduring concepts; and a commitment to continually renewing the more transient specialist skills as technologies evolve
Developing Skills
A radio workforce for the future
• multi-skilled talent to deliver flexibility and adaptability• technical and creative specialists to break new
ground and deliver great content• hybrids - combining specialist skills with high level
conceptual knowledge - to recognise new possibilities and how to exploit them
Developing Skills
The management challenge
• fostering successful collaboration
• getting radio programme and online teams to understand and acknowledge what the other brings to the process of content creation
Developing Skills
To deliver industry skills development requires organisations which can:
• facilitate industry dialogue • establish strategic consensus and translate this into
action • encourage the sharing of good practice and partnership
between employers, while taking into account commercial sensitivities
• ensure that the views of industry help to shape government policy on skills development; and inform education and training provision and funding decisions
Exploiting Your Brand
RADIO
INTERACTIVE MEDIA
TELEVISIONNEWSPAPERS
MAGAZINES
CONVERGING MEDIA
Exploiting Your Brand
Understanding a radio station brand
• who are the target listeners – demographics of the audience and why, how, when and where they listen
• what do they expect from the station, what attracts them to it, what do they value about it – and what differentiates it from the competition
Exploiting Your Brand
“… far from being a threat, digital technology is increasing distribution and helping to redefine the role of radio in younger people’s lives”
UK’s Radio Advertising Bureau
Exploiting Your Brand
“On TV On Radio Online”
BBC English Regions
“Our ambition is a virtuous circle – create once publish often”
Mark Story, Bauer Radio
Safeguarding Quality
Technical quality• a balance between cost and audience
expectation• early limitations of a new platform may be
accepted by an audience because of the novelty value and sense of future possibilities
• over time audience expectations rise
Safeguarding Quality
Editorial quality• compromise at your peril as you jeopardise
your relationship with your audience• training in law, regulation and ethics not just for
journalists but all involved with content creation • radio a trusted friend or guide: undermined if
editorial quality is diminished as brand extends to other platforms
ManagingConvergence
Julie HadwinMedia Consultant
[email protected]+44 (0) 20 8579 3792
www.skillset.org
+44 (0) 20 7713 9800