Multiplatform production (or digital content creation) is about putting the right content on the right platform for the right audience.
More than "Catch Up"
Initially most of us in community radio and television saw multiplatform production as a livestream, streaming on demand and maybe some podcasting of our on-air programs. The idea was that if listeners missed anything on-air they could "catch up online."
In other words, we saw the online platform as a way of marketing what was already on-air. But now, things have significantly changed!
In our 'Where is your audience?' section, we looked closely at how audiences are consuming media and on what technology and devices. What we also must understand is that the impact of these changes is having a direct effect on the type of content we deliver. While most of us are well-versed at presenting live programs, we now know that this content doesn't necessarily work well online.
More recently, we have seen media projects emerge which do more than just re-broadcast. These productions aim to extend the content online - perhaps by playing longer versions of an interview or coming into a story from a completely different angle. Multiplatform projects include visual content such as photographs and video as well as text delivered online and on social media. In other words, a multiplatform approach to production could include new content which relates to a live program or documentary feature and gives audiences a whole new experience.
We’re calling this type of production, “multiplatform production” or “digital content production”, as this form of developing content becomes more and more part of our everyday work.
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