Skills for a New Media Economy (Saragoza 2010)

SKILLS for a new MEDIA ECONOMY SAN JORGE UNIVERSITY Saragoza, Spain (12 June 2010)

A MEDIA BUSINESS SCHOOL ... in the heart of Europe

A MEDIA BUSINESS SCHOOL ... in the heart of Europe With students from …

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

Background:
Programme Director at etma
project engineer
formerly Radio Journalist
M.A. Educational Sciences (Munich)
formerly German Army Officer

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 ...

Link on YouTube Film: The Social Media Revolution

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

11.5 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

The Situation

Broadcasters PUBLIC FUNDING ADVERTISING Audience FEW CHANNELS and LARGE AUDIENCES THE TRADITIONAL MODEL …

Broadcasters PUBLIC FUNDING ADVERTISING Audience LOTS OF CHANNELS and SMALLER AUDIENCES Audience Audience Audience Online Platforms Channels THE SITUATION TODAY Audience Audience

What do these changes mean? THE ANALYSIS

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

PERFECT TERRAIN for ANALYTICS and METRICS THE ANALYSIS

SKILLS for the Media Industry THE RESPONSE

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

More specific requirements … YOUR PROFESSIONAL SKILLS & EXPERTISE (eg. PRODUCTION / EDITING etc.)

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!

Managerial Skills for the Media Sector

understand the underlying economics
players
markets
value chains
product life cycles
managerial concepts
1. Media Environment
stay up to date (!)

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

http://mashable.com

http://www.techcrunch.com

http://www.guardian.co.uk/media

http://blog.nielsen.com/nielsenwire

2. Marketing

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)

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

3. Strategy

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)

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)

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?

4. Innovation and Change

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

4. Innovation and Change The Product Innovation Process (Kotler 2010)

DLP Media Management

THANK YOU FOR YOUR ATTENTION

Skills for a New Media Economy (Saragoza 2010)

by etma on Jun 15, 2010

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