The document discusses media evolution and changing audience behaviors. It describes how audiences have shifted from passive consumption of content provided to them to actively participating and having more control over what they consume. It also discusses how news consumption has become more personalized and multi-platform, with people getting news from various sources. The document advocates for news organizations to converge their operations and workflows to better serve modern audiences and maximize their efforts.

1. MEDIA EVOLUTION And Changing Audience Behaviour

2. The broadcast and publish at model Media Evolution

3. Image courtesy of YlvaS from Flickr released under Creative Commons Audience trusted what it was told

4. Image courtesy of @NO6 from Flickr under Creative Commons The audience had to watch at set times

5. Image courtesy of @swerz from Flickr under Creative Commons People consumed what they were given

6. Image courtesy of @bendodson from Flickr under Creative Commons Set meal journalism – no choice

7. The engage with on our terms model Media Evolution

8. Image courtesy of faceinthecrowd from Flickr under Creative Commons Letters To The Editor

9. Image courtesy of stephen_dyrgas from Flickr under Creative Commons Radio Phone Ins

10. Image courtesy of World Economic Forum from Flickr under Creative Commons TV Studio Debates

11. Image courtesy of ajleon from Flickr under Creative Commons Online Forums

12. Image courtesy of leekelleher from Flickr under Creative Commons Spoon Feeding The Audience

13. The participate in model Media Evolution

14. Image courtesy of falonyates from Flickr under Creative Commons Empowered Audience

15. Image courtesy of fruitnet from Flickr under Creative Commons Looking For High-Quality Content

16. Image courtesy of hatter from Flickr under Creative Commons Selection The Facts They Want To Consume

17. Image courtesy of fredcavazza from Flickr under Creative Commons In Their Preferred Social Media Location

18. Source: Pew Internet & American Life Project 2010 Changing Audience Behaviour

19. The News Relationship The audience relationship to news has become portable, personalised, and participatory 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter Source: Pew Internet & American Life Project 2010

20. How News Is Accessed 46% of Americans get their news from four to six media platforms on a typical day Just 7% get their news from a single media platform on a typical day Image courtesy of laubarnes from Flickr under Creative Commons

21. The days of loyalty to one particular news organisation, delivering content in one particular form, on one device/platform Are probably gone – forever Changing Consumption

22. We must produce original journalism Image courtesy of @N05 from Flickr under Creative Commons

23. Superdesk Better focus on core editorial proposition and target audience Improved quality control Speed of delivery increased Resource (cost) savings Potential to create new products

24. Our raw material is facts Images courtesy of Omnia Mutantur and Royston Rascals from Flickr under Creative Commons

25. Which we then produce with our craft skills Images courtesy of Will Pate. Karma Dude and Gem 66 from Flickr under Creative Commons

26. To produce different products Image courtesy victor.lavrentev , @N00, zelph & naturesformfurniture via Flickr under Creative Commons

27. Newsroom convergence Planning Editor TV Editor Intake Editor Resources (Production) Manager Intake & Output All key editorial decisions are taken here Print Editor Radio Editor Interactive Editor Sources

28. Newsroom convergence Planning Editor I/A Editor Intake Editor Resource (Production) Manager TV Editor Intake & Output Work Flow Out to production teams All editorial decisions made here Print Editor Radio Editor Work Flow Back to Super desk Output Sources Production TV Radio Print Interactive

29. Newsroom convergence Alerts the Superdesk regarding all incoming material from wires, stringers and correspondents Monitors local, regional, national and international print, radio, TV and online media 1: Intake editor Eyes and ears Image courtesy v Michelangelo Viana via Flickr under Creative Commons

30. Newsroom convergence Responsible for the quality control of all output Defender of the brand's reputation for quality, accuracy, impartiality, balance, fairness and truth Nothing gets past the Output Editor that could damage the brand 2: Output editor Quality control Image courtesy v Michelangelo Viana via Flickr under Creative Commons

31. Newsroom convergence Owns and presents the forward planning schedule at every news meeting Ensures all section editors deliver a forward planning agenda of exclusive stories Ensures stories are followed up responsibly, and in a way that shows that the news organisation is delivering issue-led journalism 3: Planning editor Unique content Image courtesy v Michelangelo Viana via Flickr under Creative Commons

32. Newsroom convergence Pulling resources from other tasks when new priorities are identified by the Superdesk Ensures there is no duplication of effort and that all effort is focused in the right place Manages all resources for maximum impact 4: Resource manager Allocating effort Image courtesy ina via Flickr under Creative Commons

33. Newsroom convergence Introduced by the BBC in 2008 to ensure that all outlets cross-promoted one another Aim is to keep the audience informed about all the alternative was of accessing information Probably more fitting to a large media organisation where journalists have become accustomed to producing for one output only 5: Cross promo producer Maximum impact Image courtesy ina via Flickr under Creative Commons

34. NewsDay Zimbabwe

35. Zimbabwe Independent

36. The Standard Zimbabwe

37. Standard Deputy Editor Online Editor Intake Editor Planning Editor NewsDay Deputy Editor Independent Deputy Editor Standard Editor Politics Desk Business Desk Sport Desk Independent Editor NewsDay Editor Supps Independent News Editor Sport Editor NewsDay News Editor Political Editor News Desk Business Editor Standard News Editor Lifestyle Online Desk Chief Reporter Note: Drawing not to scale.

38. Zimbabwe "There is no one way of doing it. But I have found that the best way to do it is to get on with it and use the energy of the group to produce better content." Vincent Kahiya editor in chief AMH Zimbabwe (Newsday, The Zimbabwe Independent, The Standard)

39. Planning Editor Broadcast Editor Weekly Editor Online Editor Intake Editor Daily Editor Journalist Journalist Journalist Journalist Editor in Chief Politics Politics Editor Journalist Journalist Social Editor Journalist Journalist Journalist Sport Editor Journalist Journalist Journalist Journalist Culture Editor Journalist Journalist Journalist Journalist Journalist Education Editor Duty Editor Journalist Journalist Journalist

40. Vietnam “ The implementation of the SuperDesk saves unnecessary costs caused by the overlap and improve the efficiency of the newspaper management under a unified “command and control” Le Khanh Duy, head of convergence at Vietnamnet

41. What it isn’t ... Convergence

42. Costly Image courtesy of epsos from Flickr under Creative Commons

43. Disruptive Image courtesy of kalmyket from Flickr under Creative Commons

44. Hard Work Image courtesy of Chad Fust from Flickr under Creative Commons

45. Damaging Image courtesy of Eddie~S from Flickr under Creative Commons

46. What it is ... Convergence

47. Strategic way forward Image courtesy of @N03 from Flickr under Creative Commons

48. Cost saving Image courtesy of rmgimages from Flickr under Creative Commons

49. Improves quality control Image courtesy of crashmaster from Flickr under Creative Commons

50. Opens up new revenue opportunities Image courtesy of dlr_de from Flickr under Creative Commons

51. Convergence discussion Would convergence be appropriate for Sri Lankan media? If so, why? What benefits would there be for: The media businesses The audience The community

52. Convergence workshop Set out the business case for convergence for a Sri Lankan media house How their attitudes and business focus needs to change Set out the editorial case for senior editors and journalists How their attitudes and workflows will have to change