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The OU and Broadcast

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Looks at the history of the OU and broadcast, the changing nature of broadcast and some new models for how broadcast could be used in teaching.

Veröffentlicht in: Wirtschaft & Finanzen, Bildung
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The OU and Broadcast

  1. 1. Broadcast Strategy – An overview Martin Weller
  2. 2. 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>
  3. 3. It’s more complex now… delivery platforms
  4. 4. It’s more complex now… partners
  5. 5. It’s more complex now… technology
  6. 6. It’s more complex now… content
  7. 7. 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’
  8. 8. 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>
  9. 9. 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.
  10. 10. 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>
  11. 11. 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>
  12. 12. 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>
  13. 13. 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>
  14. 14. 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>
  15. 15. Teaching and learning The original model had OU/BBC content as an integral part of the teaching material OU/BBC OU Teaching material
  16. 16. 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
  17. 17. New models – Pooled content BBC OU Theme 1 Theme 2… General use
  18. 18. Around technology, R and D personalisation Creating communities Web 2.0 New types of content Constructing meaning
  19. 19. 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
  20. 20. Back to the future Embed broadcast in teaching again
  21. 21. 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>