2. Digital First
PLANNING & PRODUCTION FOR
The digital first approach has to be
implemented in a very fast phase at all
print media establishments. It is time to
restructure news desk spaces. Once it is
done, move to the hardware and software
upgradation. As all Indian newspaper groups
has a great quality manpower base, it will be
easy to build on it... with a minor tweaking
on the working style!
The first task is to integrate the editorial
workflow to multi-channel output resources.
Content has to be served to different
channels as and when it is required. It is a
24/7 process. We have to look at print, web,
television, Apps, mobile and much more...
with a focus on digital first!
Though we will be focusing on digital media,
we still believe that print is going to survive
in India for many more years. The revenue
generation scope from print is still high.
Digital media has to find its ways to greater
revenue models. Yes, we know that the
young generation loves digital media and we
want to cater to that segment too. Probably
in a very strong way!
3. The content flow plan will be based on
the target audiences requirements. I
have done a study on it. In India we read
newspapers in the early morning hours.
Then move on to our smart mobile phones
for updates. When we are in office, the
iPads and laptops take over. Afternoons
are for viewing videos and multimedia
stuff. Evenings are for the TV screens. So
we will stick to this pattern for our content
delivery too. There will be text, image,
audio and video content flow. There will be
interactive segments too!
6 am to 7.30 am
PRINT MEDIA
7.30 am to 9.30 am
DIGITAL MEDIA
9.30 am to 12.30 pm
DIGITAL MEDIA
12.30 pm to 2.30 pm
MULTIMEDIA
2.30 pm to 6.30 pm
TV & MULTIMEDIA
6.30 pm to 8.30 pm
PRINT MEDIA
DIGITAL MEDIA
TV & MULTIMEDIA
8.30 pm to 6.00 am
DIGITAL MEDIA
TV & MULTIMEDIA
4. Digitalization of Photo Archives
is a must when we move to the digital
first scenario. There are thousands and
thousands of exclusive news photographs.
We have to work on each photographs.
Refine them to better quality, meta tag
with proper captions to make it easy for
search performance. Some pictures needs
restoration from the scratch.
Digital First
PLANNING & PRODUCTION FOR
5. The news desk interior in a circular
shape will help editorial team members
interact easily and enhance their output.
The 24/7 news desk will deliver content to
different platforms in its typical formats.
Text, images, audio and video contents
are edited and stored in different servers
so that the different platforms can take
it immediately without loosing time on
reworking on it.
6. Digital First
PLANNING & PRODUCTION FOR
Re-Design to fit to the specific
platform needs to be done in focused
manner. From the print to the website,
television and multimedia channels that
will synchronise the content flow to the
satisfaction of the end user. Need lots of
feedback gathered before working on a
prototype. Then it has to go for verification.
7. Training people to match the
requirements of the organization has
become very important. Re-orienting
staff members to do multi-tasking is
what we have to focus on. Knowledge and
skill development in a regular basis has
to happen. Once it is done, there will be
appraisal on what they have learned and are
capable of doing. There will be continuous
training procedures.
8. Digital First
PLANNING & PRODUCTION FOR
Branding is the major initiative that has to
be taken sensitively while re-launching any
product. And E-Branding is the in-thing in
communication industry. It starts with ATL
and BTL advertisement campaigns, Online
polls to e-debates and online contests.
We will go with all possible Social Media
Marketing tools available with us.
