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Broadcast Strategy – An overview Martin Weller

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Outline <ul><li>Changing nature of broadcast </li></ul><ul><li>OU history </li></ul><ul><li>Broadcast strategy review </li></ul><ul><li>Market analysis </li></ul><ul><li>Learning and teaching </li></ul><ul><li>Some new models </li></ul><ul><li>Recommendations </li></ul>

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It’s more complex now… delivery platforms

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It’s more complex now… partners

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It’s more complex now… technology

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It’s more complex now… content

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OU history <ul><li>BBC/OU broadcast/teaching - example </li></ul><ul><li>Outreach model </li></ul><ul><li>Fifth agreement </li></ul><ul><li>Open2.net </li></ul>The new agreement continues the evolution of the partnership from its early days as a means of broadcasting course programmes, to one of using television and new technologies to inspire a wider general audience to participate in lifelong learning’

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Some questions <ul><li>Is the current model the best? </li></ul><ul><li>What other technologies can we use? </li></ul><ul><li>What other providers could we approach? </li></ul><ul><li>Who are the new partners? </li></ul><ul><li>Does more e-learning change our relationship with broadcast? </li></ul><ul><li>What is the relationship with openlearn, creative archive and VLE? </li></ul><ul><li>What do we get/want from broadcast? </li></ul>

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Models <ul><li>One big agreement – e.g. BBC </li></ul><ul><li>Several large agreements – e.g. BBC, Google, Yahoo, Guardian, Skype, Community channel </li></ul><ul><li>Many small agreements – e.g. RSS feeds, individual learning objects, expert webcasts, regular podcasts. </li></ul>Technology and content – and increasingly there is little distinction between the two.

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Some broadcast trends <ul><li>BBC see Google and Yahoo as competitors </li></ul><ul><li>Large number of repositories coming on line – </li></ul><ul><li>IPTV </li></ul><ul><li>Breakdown of barriers – e.g. BBC Jam </li></ul><ul><li>Death of schedules? </li></ul>

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Broadcast strategy review <ul><li>3 themes – community, pedagogy, BBC relationship </li></ul><ul><li>Analysis of technology, marketing value, communities, etc. </li></ul><ul><li>Workshops on all these </li></ul><ul><li>Workshop with BBC </li></ul><ul><li>Meetings with Guardian, Community Channel, etc </li></ul><ul><li>Consultants analyzing market trends </li></ul><ul><li>Interim report </li></ul><ul><li>https://intranet-gw.open.ac.uk/cau/broadcast-strategy/index.shtml </li></ul>

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Market analysis – traditional broadcast <ul><li>BBC 1 and 2 have lost market share over past 5 years </li></ul><ul><li>ITV has lost a lot </li></ul><ul><li>BBC reaches an older audience </li></ul><ul><li>Pay TV reaches 12.6 million homes and has levelled off </li></ul><ul><li>When people get pay, they watch a lot less of the other networks </li></ul><ul><li>BBC radio has increased audience share </li></ul><ul><li>Community channel - average audience 1000, E4 93,000 </li></ul>

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Market analysis - internet <ul><li>62% homes have internet </li></ul><ul><li>Most is now broadband </li></ul><ul><li>People with internet watch 18% less TV </li></ul><ul><li>YouTube: 100M daily views, 200M visitors/month </li></ul>

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OU market analysis <ul><li>Coast was biggest success </li></ul><ul><li>Outreach depends on small number of progs </li></ul><ul><li>OU progs do worse than average when people get pay TV </li></ul><ul><li>Relatively few viewers link progs with the OU </li></ul>

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Teaching and learning The original model had OU/BBC content as an integral part of the teaching material OU/BBC OU Teaching material

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Teaching and learning The 5th Agreement model sees much less overlap between BBC content and OU teaching material OU Teaching material OU BBC TV Open2.net

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New models – Pooled content BBC OU Theme 1 Theme 2… General use

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Around technology, R and D personalisation Creating communities Web 2.0 New types of content Constructing meaning

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Outreach and pedagogic benefit Using openlearn as a central hub for different resources OpenLearn OU BBC ?? Individuals – may contribute or simply use content OU puts content in and uses it for courses

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Back to the future Embed broadcast in teaching again

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Conclusions <ul><li>We’ve got to re-think broadcasting in the light of the new technologies </li></ul><ul><li>Need to reconnect broadcasting and teaching </li></ul><ul><li>The new technologies provide the opportunity to draw on ‘rich media’ in ways which can significantly enhance the learning experience. </li></ul><ul><li>Being at the leading edge of multi-media e-learning is a way in which the University can create competitive advantage. </li></ul><ul><li>There are staff development implications of the above as academics will need to learn how to work with and to integrate different media. </li></ul><ul><li>Draw on 3 rd party content more </li></ul><ul><li>New types of partnership </li></ul><ul><li>It’s critical to do all this because there’s an emerging new generation of young people whose expectations of websites and e-delivery will be very high. </li></ul>