|Is the DNA of broadcasting changing?
|Chief Marketing Officer
Craig Dwyer is the Chief Marketing Officer of BBC Technology and sits on BBC Technology’s board of directors. Since joining BBC Technology as head of product marketing and interim chief technical officer, Craig has been leading the development of BBC Technology’s products and solutions in the world marketplace. Prior to joining BBC Technology, Craig worked as a client partner for AGENCY.com, developing their European Interactive TV platform. At Avid Technology, he shaping Avid’s broadcast news technologies and media server product line and served as vice president of Worldwide Marketing for their newsroom computer division – Avstar Systems LLC. Previously, Craig was an award-winning series editor for a wide range of United Kingdom broadcasters and was involved in setting up Europe’s first non-linear post-production facility.
Traditionally, broadcasting has been a one-way television or radio transmission. Today, the convergence of media, information, and communications technologies, coupled with the divergence of transmission platforms and devices, is changing broadcasting. Broadcasting, now delivers content via the Internet, digital radio, mobile phones and wireless PDAs. Content needs to be transformed to work both on TV screens and mobile phones. Digital technology will enable production teams to efficiently manage the programme-making process and meet the demands of today’s converging broadcast environment.
The convergence of media, communications, and IT technologies, as well as the divergence of platforms, is opening up new opportunities for broadcasters to enhance the audience experience, as well as to generate revenues from content. However, the industry should not underestimate the complexity of the challenges that face them as they move to take advantage. The impact of these two issues is changing the nature of what it means to be a broadcaster. In response to this, the industry needs to examine everything from its IT infrastructure and workflow methods to the way in which programmes themselves are designed, marketed, scheduled and even commissioned.