There are new ways of doing business in broadcasting:

	New exciting and compelling programming
	Interactivity
	More income streams
	Lower programme costs
	More multi-skilled staff, and lower head-count
	Niche audiences with premium revenues

To download an extract from one of our textbooks, click here.

To download the Contents of our textbook and course "Multi-Media means Many Media" click here

Social and Digital Media are complicated only because other people want to confuse you

It's only because Mass Media has become Masses of Media.

You just have to get into an all-encompassing view of the media.

Stand back, go up in a  balloon and look down at the new media landscape.  All of a sudden it makes sense, it just takes a progressive outlook.

Progressive does NOT mean revolutionary.  It does not mean new.  If anything, it means “going back to the basics that have always worked”.  It means dismissing all the notions that “digital has changed the world”. It hasn’t. It’s made some things easier, opened some opportunities.  But it hasn’t changed human nature.  It's just an advance. The most important difference between a horse-drawn carriage and a motor car is that horses don’t drink petrol.

If you look at the “digital revolution” as simply a technological advance:

·          From telegraph to telephone.

·          From radio to television

·          From pen to typewriter

·          From typewriter to word processor

·          From pay phone to cellular phone

All these were great.  They made things easier, faster and cheaper.  But they haven’t stopped people from loving, hating, bringing up children well, and starting wars.  When it comes to human nature, people haven’t changed from a million years. They have the same emotions, and the same capacity to concentrate, learn, get bored and seek enjoyment.

Understand that, and you are ninety percent on your way to understanding the so-called “digital revolution.”

Always remember, when something changes, some people have new services and equipment to sell.  The more they hype up the complexity, the less you will understand and the higher the price you will be willing to pay.

Don’t fall into the traps set by the dealers, vendors, shop-keepers, and the “techno boffins”. They are all out for the same thing – a fast buck out of confusing you.

If you fall for the sales talk that says it’s difficult and complex, you will believe it, and make your own life difficult and complex.  Radio, television and social media are simple enough; why make them into something they just are not.