The Importance of Convergence Development in American Radio Stations: Building a Multimedia Content Managing System, Case Study of CBS Radio’s CMS (Speaker: Dean; translator: Zhang) 1. Important projects in the development of media convergence strategies for U.S. radio stations; the establishment of multimedia content managing system 2. Introduction of CMS 3. CMS of on-the-air programs in CBS Radio 4. Multimedia CMS in CBS Radio 5. The combination of the abovementioned two systems

1. Convergence Development:
Content Management Systems (CMS)

2. Molly Stark Dean
 New Media
Liaison
 Social Media
Manager
 Social Media
Consultant
 Managing Editor,
Multimedia

3. What is a CMS really?
 Content Management
System for:
 Creating
 Editing
 Publishing
 Formatting content
 Social

4. CMSs in the CBS Radio News
Infrastructure
• Two are well-
integrated:
• RadioMan
• eyeCast
• The third is not:
• Spinner

5. Building Infrastructure
 “Out of the Box”
solutions.
 “Customized” solutions
 Two out of three
 Fast
 cheap
 good

7. Case Study – Wordpress

8. Using Wordpress

9. Case Study – Spinner

10. Audio CMS
• Audio CMS Options
• eyeCast
• Radioman
• Soundcloud

11. Radioman Suite

12. Search and Save

13. eyeCast

14. eyeCast and the CBS Radio News
Stream
 CBS’ 24/7 stream of content
units:
 Piece (One story or
feature)
 Category
 Programming Block
 Playlist

15. Content at the Piece Level
 Metadata for the piece
includes:
 Slug
 Lead
 Keywords eyeCast
Activation
 eyeCast Name

16. Programming at the Playlist Level

17. Combining Mobile and Audio
 On Demand are
actually categories
 Our Listen Live is
actually the output of
our Playlist

18. Emergency Override
 Emergency Override
function
 Used in breaking news
 Shutdown the playlist
 Stop all advertising
 Only do it for important
circumstances

19. Social CMS Options
 Sprout Social
 TalkWalker
 TweetDeck
 Hootsuite
 SocialBakers
 Lumentus Social
 Sprinklr

20. Social Dashboard

21. Features of Social CMS

22. Final Thoughts
 Choose the right CMS for
you
 Saves you money
 Lets you allocate your
human resources
 Sometimes an “out of the
box” solution is sufficient
 Dream big, then scale back