Mr. Steve Ahern, CEO of International Media & Broadcasting Academy (IMBA), Australia has called for a restructuring of the training curriculum for broadcasters, one that is based on new technology, audience consumption trends and workflow.
To produce a responsive curriculum, he suggested that the redesigned training curriculum should cover strands on technology, content, production, audience, workflow and business.
For the technology strand, for instance, he said this should touch on subjects like mobile, social media and broadcast platforms.
Mr. Ahern spoke on ‘Training Tools for New Media and Social Media: Aiming for Depth and Efficiency’ at the 2nd International Conference on Broadcast Training on 25 February 2014 in Kuala Lumpur, Malaysia.
The audience remains the driving force of change and broadcasters need to know the audience more and know what they are doing so that media companies can be responsive, he said.
In his presentation, he cited the connected household which shows that people are watching television while simultaneously using other devices like smart phones and tablets.
“We must also know how people consume use. For instance, consumers use TV for entertainment and games. Those who listen to radio do something else while those on iPad/tablet search and surf. And mobile phone users connect and interact with friends,” he said.