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.


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