Post on 09-May-2015
MEDIA EVOLUTION
And Changing Audience Behaviour
The broadcast and publish at model
Media Evolution
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Audience trusted what it was told
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The audience had to watch at set times
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People consumed what they were given
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Set meal journalism – no choice
The engage with on our terms model
Media Evolution
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Letters To The Editor
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Radio Phone Ins
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TV Studio Debates
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Online Forums
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Spoon Feeding The Audience
The participate in model
Media Evolution
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Empowered Audience
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Looking For High-Quality Content
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Selection The Facts They Want To Consume
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In Their Preferred Social Media Location
Source: Pew Internet & American Life Project 2010
Changing Audience Behaviour
© Media Ideas International Ltd @helpingmedia
The News Relationship
The audience relationship to news has become portable, personalised, and participatory 37% of internet users have contributed to
the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter
Source: Pew Internet & American Life Project 2010
© Media Ideas International Ltd @helpingmedia
How News Is Accessed
46% of Americans get their news from four to six media platforms on a typical day
Just 7% get their news from a single media platform on a typical day
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The days of loyalty to one particular news organisation, delivering content in one particular form, on one device/platform
Are probably gone – forever
Changing Consumption
We must produce original journalism
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© Media Ideas International Ltd @helpingmedia
Superdesk
Better focus on core editorial proposition and target audience
Improved quality control
Speed of delivery increased
Resource (cost) savings
Potential to create new products
Our raw material is facts
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Which we then produce with our craft skillsImages courtesy of Will Pate. Karma Dude and Gem 66 from Flickr under Creative Commons
To produce different products
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© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Sources
Planning Editor TV Editor
Intake Editor
Resources (Production) Manager
Intake & Output
All key editorial
decisions are taken
here
Print Editor
RadioEditor
InteractiveEditor
© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Sources
PlanningEditor
I/AEditor
IntakeEditor
Resource (Production) Manager
TVEditor
Intake & Output
Work FlowOut to production
teams
All editorial decisions
made here
Production
TV
Radio
InteractivePrintEditor
RadioEditor
Work FlowBack to Super desk
Output
© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Alerts the Superdesk regarding all incoming material from wires, stringers and correspondents
Monitors local, regional, national and international print, radio, TV and online media
1: Intake editor Eyes and ears
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© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Responsible for the quality control of all output
Defender of the brand's reputation for quality, accuracy, impartiality, balance, fairness and truth
Nothing gets past the Output Editor that could damage the brand
2: Output editor Quality control
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© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Owns and presents the forward planning schedule at every news meeting
Ensures all section editors deliver a forward planning agenda of exclusive stories
Ensures stories are followed up responsibly, and in a way that shows that the news organisation is delivering issue-led journalism
3: Planning editor Unique content
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© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Pulling resources from other tasks when new priorities are identified by the Superdesk
Ensures there is no duplication of effort and that all effort is focused in the right place
Manages all resources for maximum impact
4: Resource manager Allocating effort
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© Media Ideas International Ltd @helpingmedia
Newsroom convergence
Introduced by the BBC in 2008 to ensure that all outlets cross-promoted one another
Aim is to keep the audience informed about all the alternative was of accessing information
Probably more fitting to a large media organisation where journalists have become accustomed to producing for one output only
5: Cross promo producer Maximum impact
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© Media Ideas International Ltd @helpingmedia
NewsDay Zimbabwe
© Media Ideas International Ltd @helpingmedia
Zimbabwe Independent
© Media Ideas International Ltd @helpingmedia
The Standard Zimbabwe
Standard Deputy Editor
OnlineEditor
Inta
ke
Edit
or
Pla
nnin
g
Edito
r
New
sDay
Deputy
Edito
r
Indep
enden
t
Dep
uty
Ed
itor
StandardEditor
PoliticsDesk
BusinessDesk
SportDesk
IndependentEditor
NewsDayEditor
Supps
Independent News Editor
Sport Editor
NewsDay News Editor
Political Editor
NewsDesk
Business Editor
StandardNews Editor
Lifestyle
Online Desk
Chief Reporter
Note: Drawing not to scale.
© Media Ideas International Ltd @helpingmedia
Zimbabwe
"There is no one way of doing it. But I have found that the best way to do it is to get on with it and use the energy of the group to produce better content."
Vincent Kahiya editor in chief AMH Zimbabwe (Newsday, The Zimbabwe Independent, The Standard)
PlanningEditor
BroadcastEditor
Weekly
Edit
or
Onlin
e
Edito
r
Inta
ke
Edito
rDai
lyEd
itor
Journalist
Journalist
Journalist
Jou
rnalis
t Editor in Chief
Politics
Politic
sEd
itor
Jou
rnalis
t
Jou
rnalis
t
Socia
lEd
itor
Jou
rnalis
t
Jou
rnalis
t
Jou
rnalis
t
Sp
ort
Ed
itor
Jou
rnalis
t
Jou
rnalis
t
Jou
rnalis
t
Jou
rnalis
t
Cu
lture
Ed
itor
Jou
rnalis
t
Jou
rnalis
t
Journ
alis
tJourn
alis
tJourn
alis
t
Educatio
n
Edito
rD
uty
Edit
or
Journ
alis
t
Journ
alis
t
Journ
alis
t
© Media Ideas International Ltd @helpingmedia
Vietnam
“The implementation of the SuperDesk saves unnecessary costs caused by the overlap and improve the efficiency of the newspaper management under a unified “command and control”
Le Khanh Duy, head of convergence at Vietnamnet
What it isn’t ...
Convergence
Costly
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Disruptive
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Hard Work
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Damaging
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What it is ...
Convergence
Strategic way forward
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Cost saving
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Improves quality control
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Opens up new revenue opportunities
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© Media Ideas International Ltd @helpingmedia
Convergence discussion
Would convergence be appropriate for Sri Lankan media? If so, why?
What benefits would there be for:1. The media businesses2. The audience3. The community
© Media Ideas International Ltd @helpingmedia
Convergence workshop
Set out the business case for convergence for a Sri Lankan media house How their attitudes and business focus
needs to change Set out the editorial case for senior
editors and journalists How their attitudes and workflows will
have to change