Digital first
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This document discusses the need for media organizations to adopt a "digital first" approach. It outlines several steps to take, including restructuring newsrooms, upgrading hardware and software, integrating editorial workflows to serve multiple channels simultaneously, and digitizing photo archives. Content would be delivered across different platforms - print, web, television, apps and mobile - according to audiences' typical consumption patterns throughout the day. Training staff for multitasking and continuous skill development is also emphasized to support the transition to digital first operations.
Digital first
- 1. Digital First... By Shajan C Kumar | New Delhi PLANNING & PRODUCTION FOR
- 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.