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Newsletter Issue #28

WHATS GOING

ON?

News - The BBC’s March to Manchester

Feature - Communicating Face to Facebook News - Rajar Round up

AFTER THE

DIGITAL DAWN The future is now for web broadcasting

Driving broadcast into the virtual world What broadcast looks like in 2011

The evolution of the ‘radio day’ Internal Comms in the age of austerity


Newsletter Issue #28

WHATS GOING

ON?

News - The BBC’s March to Manchester

Feature - Communicating Face to Facebook News - Rajar Round up

AFTER THE

DIGITAL DAWN The future is now for web broadcasting

Driving broadcast into the virtual world What broadcast looks like in 2011

The evolution of the ‘radio day’ Internal Comms in the age of austerity


Newsletter Issue #28

WHATS GOING

ON?

News - The BBC’s March to Manchester

Feature - Communicating Face to Facebook News - Rajar Round up

AFTER THE

DIGITAL DAWN The future is now for web broadcasting

Driving broadcast into the virtual world What broadcast looks like in 2011

The evolution of the ‘radio day’ Internal Comms in the age of austerity


Increase your: Engagement, dwell time, data capture, basket size, click through, coupon redemption and ROI. Find out why we have been used by brands such as:

For more information contact us at info@howto.tv or 020 7251 9959


Newsletter Issue #28

Contents

“Having failed in my audition to be the new Stig, I’m back in the day job! But I wonder what is going to move faster, my lap speed, broadband, or the changes in the world of broadcast? One thing for certain is that the opportunities are abundant and brands truly have the opportunity to capitalize on what will certainly be a strong year. Whilst it’s literally my business to have a very keen eye on the future, to ensure the business is geared towards innovation and the ability to offer clients a vision of what’s next, as I write this column I’m readying myself for a 5am start tomorrow for a client where we have 20 international and national TV interviews arranged for the respective CEO, a brilliant reminder of the absolute value in traditional media relations and the core deliverables at the heart of our campaigns. I can’t help but also take great pride in the knowledge that our suite of WebTV services and new virtual studios are becoming a mainstream part of broadcast - just ‘media’ rather than ‘new-media’. Developing the technology for more platforms to carry WebTV is a personal focus, and

Driving broadcast into the virtual world

4

Communicating face to Facebook with your customers

5

The importance of putting convergence into practice in 2011…

6

Motoring onward

7

TV news

8

The eighth wonder of the world...

10

Internal Communications in the (Information Technology) Age of Austerity

11

Online news

12

Take the (You)Tube to reach your audience

14

Radio news

16

Reporting: Getting the most from research findings

18

with more smart phone devices carrying broadcast content,

Howard Kosky Chairman, markettiers4dc

ONWARD is published quarterly by markettiers4dc Ltd, Northburgh House, 10a Northburgh St, London EC1V 0AT. The editorial opinions & views expressed in ONWARD are those of contributors and are not necessarily shared by markettiers4dc. Any queries about the content should be sent to markettiers4dc’s marketing department at info@markettiers4dc.com.

|7


News TV NEWS BBC ANNOUNCES CUTS Earlier in January Mark Thompson, the director general of the BBC announced plans to make half a billion pounds of savings to ensure the public broadcaster could function within the terms of its recently agreed licence fee settlement. He said the BBC faced a “tough few years”, adding: “When we model all the comings and goings, it is possible for us to take on and afford the new obligations.” Ian Maude, head of Internet at Enders Analysis, says: “The BBC does have a lot of people working in its Online department and this is largely because it came to technology development very early in the mid nineties and the team’ size and function has just grown and grown.” Some analysts believe the BBC Online job cuts and narrowing of digital focus areas, will lead to greater content for audiences and higher levels of technological innovation at the corporation. BBC World Service has also confirmed that it will close five of its language services, Albanian, Macedonian, Portuguese for Africa and Serbian, as well as the English for the Caribbean regional service, which will reduce the 180 million global audience by 30 million. More than one in four of the World Service’s 2,400-strong staff will be axed, with around 480 of the job losses going over the next year, with savings amounting to ¸46 million a y ear by 2014. The Government has been warned that it risks hitting Britain’s reputation across the world. Source: BBC online / The Telegraph

TV THROUGH FACEBOOK

is good they’ll watch an episode all over again online to repeat a favourite scene.”

Facebook’s head of international business development Christian Hernandez believes that consumers will be using the social network to log into connected television within a year.

Exploiting Hollyoaks’ power as a youth brand is vital for keeping the show on air, she continues: “These are expensive pieces of drama for the broadcaster. The old funding models no longer work.” The soap partnered with Matalan to create a new multi-platform Hollyoaks Music Show for E4, featuring stars such as Tinchy Stryder, which helped drive viewers back to the drama.

Following the launch of its pages product Facebook has evolved in Hernandez’ words from ‘not only people but products’. Their aim of more engagement and much more immersion is excellent news for brands – especially those looking at opportunities to commoditise their offering. Source: C21 Media

SOAPS GO SOCIAL - HOLLYOAKS LEADS THE WAY WITH SOCIAL MEDIA OUTREACH Celebrating its 50th year on our screens has seen some huge coverage recently for Coronation Street, with an explosive tram crash episode lighting up the landmark anniversary. However, what of the next 50 years? If ‘Corrie’ is going to thrive in the new on-demand world, it may have to pay close attention to Channel 4 teen soap Hollyoaks, which has 900,000 Facebook friends. The swagger of its young cast reach an audience of 16 million a week, split between Channel 4, E4 and its website. “Our audience understands how different platforms complement each other,” says Carolyn Reynolds, the series’ executive producer at Lime Pictures. “They don’t differentiate between television and online. We have a floating audience that can be more fickle. They go to the website for clips to see what happens next. But if the storytelling

Hollyoaks is also changing the grammar of soaps in a manner that appeals to younger viewers but which old hands on EastEnders and Coronation Street could be reluctant to embrace. “Our storytelling is much pacier and bolder. We’ll do fantasy scenes and flashforwards. Our audience will take it, you couldn’t have done that on Corrie,” says Reynolds, a former Coronation Street producer. Source: www.guardian.co.uk

BBC UNDER FIRE FOR IPLAYER MOVE The BBC Trust has been urged to block the development of mobile apps for the BBC’s news and sport content, with rivals claiming they will “distort” the market. In January, the BBC announced that it was developing apps for smartphones which would allow users to access live sport and video broadcasts. However, the plans have been attacked by the Newspaper Publishers Association (NPA), which claims the plans threaten the fledgling efforts of commercial news services. “It is extremely disappointing that the corporation plans to launch services that would throw into serious doubt the commercial sector’s ability to make a return on its investment, and therefore its ability to support quality journalism,” says David Newell, director of the NPA. Source: www.broadcastnow.co.uk


News E ONLIN

NEWS

BBC ANNOUNCES CUTS Earlier in January Mark Thompson, the director general of the BBC announced plans to make half a billion pounds of savings to ensure the public broadcaster could function within the terms of its recently agreed licence fee settlement. He said the BBC faced a “tough few years”, adding: “When we model all the comings and goings, it is possible for us to take on and afford the new obligations.” Ian Maude, head of Internet at Enders Analysis, says: “The BBC does have a lot of people working in its Online department and this is largely because it came to technology development very early in the mid nineties and the team’ size and function has just grown and grown.” Some analysts believe the BBC Online job cuts and narrowing of digital focus areas, will lead to greater content for audiences and higher levels of technological innovation at the corporation. BBC World Service has also confirmed that it will close five of its language services, Albanian, Macedonian, Portuguese for Africa and Serbian, as well as the English for the Caribbean regional service, which will reduce the 180 million global audience by 30 million. More than one in four of the World Service’s 2,400-strong staff will be axed, with around 480 of the job losses going over the next year, with savings amounting to ¸46 million a y ear by 2014. The Government has been warned that it risks hitting Britain’s reputation across the world. Source: BBC online / The Telegraph

TV THROUGH FACEBOOK

is good they’ll watch an episode all over again online to repeat a favourite scene.”

Facebook’s head of international business development Christian Hernandez believes that consumers will be using the social network to log into connected television within a year.

Exploiting Hollyoaks’ power as a youth brand is vital for keeping the show on air, she continues: “These are expensive pieces of drama for the broadcaster. The old funding models no longer work.” The soap partnered with Matalan to create a new multi-platform Hollyoaks Music Show for E4, featuring stars such as Tinchy Stryder, which helped drive viewers back to the drama.

Following the launch of its pages product Facebook has evolved in Hernandez’ words from ‘not only people but products’. Their aim of more engagement and much more immersion is excellent news for brands – especially those looking at opportunities to commoditise their offering. Source: C21 Media

SOAPS GO SOCIAL - HOLLYOAKS LEADS THE WAY WITH SOCIAL MEDIA OUTREACH Celebrating its 50th year on our screens has seen some huge coverage recently for Coronation Street, with an explosive tram crash episode lighting up the landmark anniversary. However, what of the next 50 years? If ‘Corrie’ is going to thrive in the new on-demand world, it may have to pay close attention to Channel 4 teen soap Hollyoaks, which has 900,000 Facebook friends. The swagger of its young cast reach an audience of 16 million a week, split between Channel 4, E4 and its website. “Our audience understands how different platforms complement each other,” says Carolyn Reynolds, the series’ executive producer at Lime Pictures. “They don’t differentiate between television and online. We have a floating audience that can be more fickle. They go to the website for clips to see what happens next. But if the storytelling

Hollyoaks is also changing the grammar of soaps in a manner that appeals to younger viewers but which old hands on EastEnders and Coronation Street could be reluctant to embrace. “Our storytelling is much pacier and bolder. We’ll do fantasy scenes and flashforwards. Our audience will take it, you couldn’t have done that on Corrie,” says Reynolds, a former Coronation Street producer. Source: www.guardian.co.uk

BBC UNDER FIRE FOR IPLAYER MOVE The BBC Trust has been urged to block the development of mobile apps for the BBC’s news and sport content, with rivals claiming they will “distort” the market. In January, the BBC announced that it was developing apps for smartphones which would allow users to access live sport and video broadcasts. However, the plans have been attacked by the Newspaper Publishers Association (NPA), which claims the plans threaten the fledgling efforts of commercial news services. “It is extremely disappointing that the corporation plans to launch services that would throw into serious doubt the commercial sector’s ability to make a return on its investment, and therefore its ability to support quality journalism,” says David Newell, director of the NPA. Source: www.broadcastnow.co.uk

9|

ONWARD  

onward, m4dc, online broadcasting, virtual studio, market research

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