The OU and Broadcast

Broadcast Strategy – An overview Martin Weller

Outline
Changing nature of broadcast
OU history
Broadcast strategy review
Market analysis
Learning and teaching
Some new models
Recommendations

It’s more complex now… delivery platforms

It’s more complex now… partners

It’s more complex now… technology

It’s more complex now… content

OU history
BBC/OU broadcast/teaching - example
Outreach model
Fifth agreement
Open2.net
The new agreement continues the evolution of the partnership from its early days as a means of broadcasting course programmes, to one of using television and new technologies to inspire a wider general audience to participate in lifelong learning’

Some questions
Is the current model the best?
What other technologies can we use?
What other providers could we approach?
Who are the new partners?
Does more e-learning change our relationship with broadcast?
What is the relationship with openlearn, creative archive and VLE?
What do we get/want from broadcast?

Models
One big agreement – e.g. BBC
Several large agreements – e.g. BBC, Google, Yahoo, Guardian, Skype, Community channel
Many small agreements – e.g. RSS feeds, individual learning objects, expert webcasts, regular podcasts.
Technology and content – and increasingly there is little distinction between the two.

Some broadcast trends
BBC see Google and Yahoo as competitors
Large number of repositories coming on line –
IPTV
Breakdown of barriers – e.g. BBC Jam
Death of schedules?

Broadcast strategy review
3 themes – community, pedagogy, BBC relationship
Analysis of technology, marketing value, communities, etc.
Workshops on all these
Workshop with BBC
Meetings with Guardian, Community Channel, etc
Consultants analyzing market trends
Interim report
https://intranet-gw.open.ac.uk/cau/broadcast-strategy/index.shtml

Market analysis – traditional broadcast
BBC 1 and 2 have lost market share over past 5 years
ITV has lost a lot
BBC reaches an older audience
Pay TV reaches 12.6 million homes and has levelled off
When people get pay, they watch a lot less of the other networks
BBC radio has increased audience share
Community channel - average audience 1000, E4 93,000

Market analysis - internet
62% homes have internet
Most is now broadband
People with internet watch 18% less TV
YouTube: 100M daily views, 200M visitors/month

OU market analysis
Coast was biggest success
Outreach depends on small number of progs
OU progs do worse than average when people get pay TV
Relatively few viewers link progs with the OU

Teaching and learning The original model had OU/BBC content as an integral part of the teaching material OU/BBC OU Teaching material

Teaching and learning The 5th Agreement model sees much less overlap between BBC content and OU teaching material OU Teaching material OU BBC TV Open2.net

New models – Pooled content BBC OU Theme 1 Theme 2… General use

Around technology, R and D personalisation Creating communities Web 2.0 New types of content Constructing meaning

Outreach and pedagogic benefit Using openlearn as a central hub for different resources OpenLearn OU BBC ?? Individuals – may contribute or simply use content OU puts content in and uses it for courses

Back to the future Embed broadcast in teaching again

Conclusions
We’ve got to re-think broadcasting in the light of the new technologies
Need to reconnect broadcasting and teaching
The new technologies provide the opportunity to draw on ‘rich media’ in ways which can significantly enhance the learning experience.
Being at the leading edge of multi-media e-learning is a way in which the University can create competitive advantage.
There are staff development implications of the above as academics will need to learn how to work with and to integrate different media.
Draw on 3 rd party content more
New types of partnership
It’s critical to do all this because there’s an emerging new generation of young people whose expectations of websites and e-delivery will be very high.

The OU and Broadcast

by Martin Weller on May 03, 2007

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The OU and Broadcast — Presentation Transcript