The Australian Media and Entertainment industry is going digital. This is a significant and exciting step for the industry considering the recent boom in digital media services such as social networking platforms, video content and online gaming. Meltdown sets out to find out how these new findings surrounding digital media impact the views of different professionals, media practitioners and academics from all different sectors. The focus is on three key areas which include workforce planning, communications and entertainment. The following report provides an in-depth analysis into these topics with a view to provide insight and provide direction into how people can improve their careers and opportunities within the Media and Entertainment industry.
Workforce Planning
Workforce planning and utilisation The topic of workforce planning covers both the supply and demand aspects for various roles within the Media and Entertainment industry. It includes positions in production, design and post production which are essential for maintaining a constant presence in the community. Media organisations often utilise writers, photographers, audio producers and other employees to meet their production requirements. The need for additional employees or a permanent increase in the current workforce has therefore created a push for companies to look at ways in which they can utilise digital platforms such as social networks.
Australian Media Landscape
Mobile technology The subject of mobile technology is another important one that dominates the landscape of the Australian Media Industry. There is an increasing dependence on mobile devices and increasing interaction via mobile apps. The use of digital media content such as videos and images has been dramatically increasing on mobile devices. Achieving this is only possible through the use of appropriate mobile technology that offers the best user experience. This is a crucial aspect of the success of any company in the Australian marketplace.
Communications
This aspect of the Australian media industry covers both online and offline communications. With the introduction of digital platforms there is a need for companies to develop their own in-house communications infrastructure. This will support the expansion of audiences and ensure that content is consistently delivered by businesses. The development of new communications infrastructure by companies outside of the Aussie media industry can be expensive. As a result, many SME’s have decided to develop their own back office operations, or outsource to an external agency.
Current Affairs
Current affairs It is perhaps one of the most fundamental aspects of the current affairs industry. The Australian media landscape includes a diverse range of platforms. News, current affairs, humour, entertainment and sport are but a few of the areas covered. It is important for all media companies to remain relevant in their audience and provide a well-rounded solution to their customers. Ensuring that they remain financially viable and have a strong and stable position in the market is fundamental to the health of any current affairs company.
Social Media
The Australian market for social media is currently growing at a rapid pace. The massive boost in the popularity of smartphones and tablet devices, combined with the growth of Australia’s population has created a massive opportunity for businesses to tap into this massive potential. The integration of mobile technology into the Australian lifestyle has also created a strong platform for all Australian businesses, both small and large, to market themselves to the Australian audience. The integration of these platforms with the social media services provided by third party clients can be an extremely cost effective method for companies to market themselves to the masses.
Federal Government
The national government has a significant stake in the health of the Australian media industry. The implementation of a compulsory code of conduct is expected to greatly impact the way in which journalists report and cover stories, and subsequently influence the Australian public. The code will require reporters to engage more effectively with their audiences. The introduction of a compulsory code of conduct could see some journalists lose their jobs.
Solutions
Solutions for journalists There are several ways for the industry to mitigate the impact that the code will have on the media. An independent body such as the Broadcasting Standards and Codes Board would be an ideal solution for ensuring that the code of conduct does not significantly impact the independence of the media. Reporters would still have access to sources within the industry. However, there are reports that state that media organisations are already considering creating private space for reporting that will not necessarily be restricted to live news. Other solutions such as closed line broadcasting or telecasting closed captioning over the internet may also serve to mitigate the impact on the industry.
