Creating Content Strategies for Underserved Audiences
Creating Content Strategies for Underserved Audiences
Overview
Universality is one of the six core values of public service media (PSM), agreed by EBU Members, but in an ever more fragmented media landscape with changing audience habits, it is hard for PSM to reach and engage everyone.
This self-paced online course from EBU Academy outlines a five-step model we’ve developed to help you thoughtfully plan content strategies to connect with underserved audiences, whether they’re young, from diverse communities, living with disabilities or from lower socioeconomic backgrounds. This proven step-by-step model is based on what is working at EBU Member organizations, and it has been used to develop new content ideas over a number of years.
Faculty Member Mark Egan leads lively video presentations full of tips, techniques and new ways of thinking. There are also detailed video case studies from the BBC, DR (Danish Broadcasting) and RTS Serbia. You can learn more about certain topics with extra resource links we’ve curated and there are fun quizzes to test what you’ve learned. Successful completion of the course will earn you a digital certificate.
Who it's for
- News and content editors
- News and content producers
- News and content strategists
What you will learn
- How to better understand underserved audiences
- How to use public service values to help develop distinctive content
- The importance of selecting the right platform and the opportunities offered by AI
- How to apply proven principles to develop new formats
- Techniques to boost creativity
- How to build multi-disciplinary production teams
Meet your faculty
Mark Egan
Video journalist, UKMark is an experienced media professional with expertise in training and new ways of working both in television and multi-media environments. Prior to starting his own production and training company, he worked for 12 years at the BBC across a range of programming from documentaries to news and entertainment and helped roll out video journalism across the company.
Academy experience
Work history
Nov 2008 – Mar 2010: Video journalist, BBC democracy in action Citizenship Programmes
involved filming around the UK and abroad including India, South Africa and Australia.
June 2008 – Nov 2008: Video journalist Trainer, BBC London
Training journalists to film and edit their own stories as well as creating pieces for the regional news
programme. Working with Network producers to improve camera skills and encouraging more efficient
workflows using the latest technology.
Mar 2007 – June 2008: DV mentor, DV solutions Manchester
Consulting for departments such as Current Affairs, Religion and Entertainment on programme making using
DV and High Definition cameras and non-linear editing. This included testing cutting edge technology
including HD cameras for landmark programmes such as Around the World in 80 Faiths.
Oct 2006 – Mar 2007: Video journalst trainer, BBC People
Making news packages and delivering training courses for journalists and technical staff around the UK. This
also involved being part developing new multi-skilling practices for Nations and Regions. A key part of this
was being part of the team overseeing BBC Scotland's move to Pacific Quay.
Oct 2005 – Sept 2006: Video journalist, BBC local TV Midlands pilot projet
As a trainer and video journalist was heavily involved in piloting the BBC Local TV project in the Midlands.
The new ways of working and practices are now being adopted to form part of the new BBC Local plans.
June 2004 – Oct 2005: Video journalist trainer, Sonar centre Newcastle
My brief was to help roll out Video journalism in the nations and regions. I trained both journalist and
technical staff to make television news packages. As a trainer I also worked with the BBC Young
Filmmakers project, which involved teaching pupils from inner city schools about the film production. This
involved liaising with schools in various parts of the UK and maintaining ties in subsequent years.
My role during this period included working around the country illustrating how video journalism could be
used on programmes. I also jointly produced three documentaries. During this time I won a Ruby Award for
diversity broadcasting and was short-listed for the National RTS Sports Awards.
June 2001 – Mar 2003: Reporter / broadcast journalist, South East today
Reporting, producing bulletins and researching stories for the regional television news in the South East.
This involved assignments abroad and live reporting, working conventionally with crews and editors
Skills
Journalism
- - Degree in journalism from Rhodes University, South Africa.
- - Co-producer for documentaries and inserts for Grandstand.
- - Producer – Radio and television bulletins
- - Reporter for regional news programmes around the UK.
- - 5 years of experience as a producer, newsreader and reporter for BBC Radio Kent.
- - My training roles have included multi-media journalism training and creative storytelling.
Cameras
- - Experienced in use of Z1, A1, PD 150, DSLR and EX1 cameras.
- - Trained in using larger DSR cameras.
- - Rigged the Yorkshire Air Ambulance with cameras for the “Helicopter Heroes” programme.
- - Skilled in using minicams for secret filming and mounting in vehicles.
Editing
- - Experienced user of Final Cut Pro and AVID, as well as a number of other editing systems.
- - Good working knowledge of other editing software including Newsflash and Liquid Edition.
Training
- - Experienced making programmes related to school curriculums.
- - Have developed online multi-media training modules for use by BBC staff..
- - Undertaken training for the Training and Development Agency training teachers.
- - Experience in planning and running extensive courses at BBC Training and BBC College of Journalism.