Multi-platform media: has digitization really given us more for less?


Source: blog




One of the major challenges facing media companies is that they have embarked on multi-platform strategies, which require a greater abundance of content to distribute, at a time when, because of recession or competitive pressures, their budgets have been tightly constrained. How has the transition to a multi-platform environment facilitated such abundance and an apparently miraculous increase in levels of productivity across the media industry?

Strategies of multi-platform expansion are spurred on by recognition or, in some cases, by hope amongst media managers that opportunities exist both to derive new revenues and to improve the management and cost-effective exploitation of media resources. A multi-platform approach means that new ideas for content are considered in the context of a wide range of distribution possibilities (e.g. online, mobile, interactive games and so on) and not just a single delivery platform such as print or linear television. As print publishers become multi-platform publishers, this entails supplying not only just a paper-based product but also digital editions with additional costly features such as embedded video. For broadcasters, becoming a multi-platform supplier entails delivery of content in new guises and formats suited to the array of digital platforms via which audiences may now choose to access such content. The shift to delivery across multiple platforms, including digital platforms which involve two-way connectivity (dialogical interface), has entailed and necessitated a new sort of thinking on the part of media managers and strategists whereby, rather than focusing largely on production and distribution of content, a consideration which now occupies considerable importance is how to build and sustain relationships with audiences.


Read the full blog post at


Leave a Reply

Related Articles

TWA cultural heritage Digitisation Grant 2017 for UK-based digitisation projects
Following a successful 2016 and excellent bids from archives and other memory institutions last year, the TWA Digitisation Grant has relaunched with a fresh tranche of funding in 2017. The fund offers grants of up to £5000 for UK archives, special collections libraries and museums to digitise their collections. Last year’s esteemed judging panel will return to assess the grant bids and select the winners: including ARA chief executive - John Chambers; HLF appointed special advisor - Claire...
DATeCH 2016 Conference @ Digitisation Days
The Digitisation Days are a major event in text digitisation field organised by the Succeed project and the IMPACT Centre of Competence. This event includes: the DATeCH (Digital Access to Textual Cultural Heritage) international conference; an exhibition of digitisation technology where leading companies will showcase state-of-the-art tools; panel discussions on the future of digitisation, IPR issues, etc.
Do live broadcasts cannibalize theatre attendance?
More and more performing arts venues are expanding their ‘virtual capacity’ by broadcasting their shows to digital cinemas. But might they be so successful that audiences forgo trips to the theatre itself as a result? Our study of London’s National Theatre NT Live broadcasts suggests not.
JPEG2000 and Digitisation: Expert round table
TownsWeb Archiving interviewed four experts (Dave Thompson of Wellcome Library, Melissa Terras of UCL Centre for Digital Humanities, Paul Sugden of TownsWeb Archiving and Michael Pritchard of The Royal Photographic Society) to shed light on JPEG2000 as a format, it’s potential role in digitisation, and it’s suitability for digital preservation.