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Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
Skills for a New Media Economy (Saragoza 2010)
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Skills for a New Media Economy (Saragoza 2010)

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Presentation held on 12 June 2010 at San Jorge University in Saragoza/Spain (SWIM seminar)

Presentation held on 12 June 2010 at San Jorge University in Saragoza/Spain (SWIM seminar)

Published in: Business, News & Politics
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  • It’s a pleasure to be here today. Following the kind invitation of the SWIM team, I’m very much looking forward to spend the next 90 minutes with you in order to: give an introduction into the shifts and changes taking place in the media industry and to illustate how this relates to skills, training and education for media professionals in today’s business environment.
  • I‘m from Strasbourg, which is located in the beautiful region of Alsace in France. As you know, Strasbourg is, apart from Bruxelles, one of the major European hubs for political decisions on EU level. The European Parliament is located there, alongside other noteworthy institutions such as the Council of Europe incl. the European Court of Human Rights, the TV broadcaster ARTE and many more But Strasbourg is also home of the european television and media management academy (etma)
  • etma is a media business school that aims to meet the growing demand for training and education with specialzed training programmes for professionals of the media industry. Our main clients and students come from broadcasters and independent production companies from across Europe.
  • started as Programme Director at etma in April 2008 drafted an online programme for media professionals in collaboration with Bournemouth University until December 2008 taking care of all training related issues and requirements Conducting currently the 2nd cycle of the so called DLP online programme project engineer for constructive simulation systems at a Canadian Company trained as a radio journalist at a German entertainment broadcaster M.A. in educational sciences, obtained at UniBwM in 2001 Career as a German army officer in the signal corps, later in the PsyOps Branch
  • Three major objectives for today: to illustrate the transition from the traditional world of media into the next paradigm of interrconnected audiences and channels to take a look behind the scenes of what all that means for content producers and media professionals to show what we think is necessary to do in such a changing environment in terms of training and education
  • This tagcloud nicely illustrates some of the terms often used to describe parts of our media landscape. Undoubtedly, the media industry today is a much more complex world than just a few decades ago.
  • Film: The Social Media Revolution (2)
  • Inspite of other platforms, the average consumption of television hours per week could be maintained in the past two years. But, at the same time, the attention users dedicate to the internet has grown. So the ultimate question here is: Where exactly is the most attention and can we measure this? At the end of the day, this will be the key argument for advertisers
  • This closely correlates with the global spending on advertisments. Let‘s take a look at the advertising budgets spread over the major media channels available today:
  • For the internet however, we can clearly identify an increase in amount of total advertising money that is put into online services. Interesting enough, we also see the slight decrease in ad spendings for newspapers.
  • These are different areas and subjects that we identified as being important for operating in the media industry. They are the basic elements of our DLP programme that we offer to active professionals who wish to advance during their career. We are convinced that you should become familiar with these foundations in order to successfully manage people and media business. But not all of this is relevant for our session here TODAY. So let us focus on 4 of these subject areas that I think will be essential even though you are just about to start your professional career.
  • Creating value means to fulfil needs … Selling Orientation vs. Marketing Orientation Marketing should not only be a function, but a perspective to lead the whole company from a customers point of view
  • Transcript

    • 1. SKILLS for a new MEDIA ECONOMY SAN JORGE UNIVERSITY Saragoza, Spain (12 June 2010)
    • 2. A MEDIA BUSINESS SCHOOL ... in the heart of Europe
    • 3. A MEDIA BUSINESS SCHOOL ... in the heart of Europe
    • 4. A MEDIA BUSINESS SCHOOL ... in the heart of Europe With students from …
    • 5.
      • Our relationship with BU,
      • The Media School, Bournemouth University (BU)
      • is the official academic partner of etma
      • Official Student Registration
      • Virtual Learning Environment
      • ATHENS online library access
      • Student Support
      DLP Media Management
    • 6. Background:
      • Programme Director at etma
      • project engineer
      • formerly Radio Journalist
      • M.A. Educational Sciences (Munich)
      • formerly German Army Officer
    • 7.
      • The Situation
      • The Analysis
      • The Response
      • from linear television to multiple platforms and beyond
      • how should and can we make sense of this development
      • what skillsets do we need to obtain
      Coming up ...
    • 8.  
    • 9. Link on YouTube Film: The Social Media Revolution
    • 10. The Situation 1950 1960 1970 1980 1990 2000 2010 CINEMA TELEVISION VHS ANALOGUE CABLE ANALOGUE SATELLITE DIGITAL SATELLITE DIGITAL CABLE DVD WEB PODCAST 3G Mobile Broadcast TV XXIth century XXth century DTT TVoDSL VOD 5 SVOD © courtesy of ACT
    • 11. 11.5 hrs per week 11.5 hrs per week 8.9 hrs per week 14.2 hrs per week 2008 CONSUMPTION OF TV VS. INTERNET 2010 CONSUMPTION OF TV VS. INTERNET The Situation
    • 12. The Situation
    • 13. The Situation
    • 14. Broadcasters PUBLIC FUNDING ADVERTISING Audience FEW CHANNELS and LARGE AUDIENCES THE TRADITIONAL MODEL …
    • 15. Broadcasters PUBLIC FUNDING ADVERTISING Audience LOTS OF CHANNELS and SMALLER AUDIENCES Audience Audience Audience Online Platforms Channels THE SITUATION TODAY Audience Audience
    • 16. What do these changes mean? THE ANALYSIS
    • 17.
      • push to pull media
      • content to context
      The Analysis
      • advertising EUR/$ can be spent more
      • efficiently
      • improved metrics for media consumption
      • more fragmented audiences
      • = large audiences are harder to reach
      • brands and partnerships gain in importance
    • 18. PERFECT TERRAIN for ANALYTICS and METRICS THE ANALYSIS
    • 19.  
    • 20. SKILLS for the Media Industry THE RESPONSE
    • 21.
      • Creativity
      • Soft skills
      • ability to work in teams
      • efficient communication
      • proactivity
      • leadership
      • social & emotional skills that are
      • important for working in organisations
      SKILLS desired in every sector
    • 22. More specific requirements … YOUR PROFESSIONAL SKILLS & EXPERTISE (eg. PRODUCTION / EDITING etc.)
    • 23. More specific requirements … YOUR PROFESSIONAL SKILLS & EXPERTISE (eg. PRODUCTION / EDITING etc.)
      • But when it comes to
      • corporate careers (leading positions)
      • founding your own company
      … the SKILLSET needs to go beyond!
    • 24. Managerial Skills for the Media Sector
    • 25. Managerial Skills for the Media Sector
    • 26.
      • understand the underlying economics
      • players
      • markets
      • value chains
      • product life cycles
      • managerial concepts
      1. Media Environment
      • stay up to date (!)
    • 27. Some sources to get started
      • http://mashable.com
      • http://www.techcrunch.com
      • http://www.guardian.co.uk/media
      • http://blog.nielsen.com/nielsenwire
      1. Media Environment
    • 28. http://mashable.com
    • 29. http://www.techcrunch.com
    • 30. http://www.guardian.co.uk/media
    • 31. http://blog.nielsen.com/nielsenwire
    • 32. 2. Marketing
    • 33. 2. Marketing Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association, 2009)
    • 34.
      • production vs. product orientation
      • market segmentation and positioning
      2. Marketing
      • maintaining the customer perspective
      • creating ‘VALUE’ for the customer
      • ‘ lead’ with a clear marketing strategy
    • 35. 3. Strategy
    • 36. 3. Strategy “ Strategy deals not just with the unpredictable , but also the unknowable. Consequently, the essence of strategy is to build a posture that is so strong (and potentially flexible)... that the organisation can achieve its goals” Mintzberg, Quinn, Ghoshal (1998)
    • 37. 3. Strategy
          • “ Corporate strategy is the direction and scope of an organization over the long term, which achieves advantage in a changing environment through its configuration of resources and competencies with the aim of fulfilling stakeholder expectations”
      • Johnson, Scholes, and Whittington (2008:3)
    • 38. 3. Strategy
      • where do I see the company on the long run?
      • what goals do I set?
      • how do I communicate these?
      • what resources do I allocate?
    • 39. 4. Innovation and Change
    • 40. 4. Innovation and Change Product Innovation Process Innovation Structural Innovation Social Innovation A new, interactive format is developed for a TV broadcaster The daily production process of the South Corean newspaper OhmyNews has an emphasis on UCG (user generated content) A media company adds a new unit to ist organisational structure; i.e. a department for media ethics Mostly external to companies. e.g., a new national healthcare system
    • 41. 4. Innovation and Change The Product Innovation Process (Kotler 2010)
    • 42. DLP Media Management
    • 43. THANK YOU FOR YOUR ATTENTION

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