The mutual benefits of engaging with industry
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The Mutual Benefits of Engaging with Industry?. Cathy Johnson, University of Nottingham. ‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’. January 2012 – January 2013 AHRC Follow-On Funding Objective 1:

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The mutual benefits of engaging with industry

The Mutual Benefits of Engaging with Industry?

Cathy Johnson,

University of Nottingham


Tv and digital promotion agile strategies for a new media ecology

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 1:

    To analyse the processes and challenges of promotional communication in the sector of broadcast and digital media design, concentrating on the ways and means by which promotional 'agility' is being used and understood in the creative and reflective practice of one of the leading international companies in the field, Red Bee Media.


Tv and digital promotion agile strategies for a new media ecology1

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 1:

    • 9 months of field research with Red Bee, following key projects and undertaking 32 interviews

    • Interviewing practitioners from other companies within the promotional screen industries

    • Attending Promax UK, the trade conference for British broadcast promotion and marketing


Tv and digital promotion agile strategies for a new media ecology2

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 2:

    To facilitate knowledge exchange between academics, telecommunications and digital media companies (including Red Bee, British Telecom, and small/medium enterprises) concerning the emergent practice of 'social television,' a focal strategy through which promotional agility - connected to developments in social network marketing - is being pursued by media/corporate brands and the specialist companies that sell them expertise.


Tv and digital promotion agile strategies for a new media ecology3

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 2:

    • Hosted a ‘Social TV Hothouse’

    • Brought together academics (computer science, new media, film and television studies, etc) and industry (BBC, BT, Red Bee Media, Thinkbox, etc)

    • Forum to share research and insight and generate new thinking and perspectives


Tv and digital promotion agile strategies for a new media ecology4

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 3:

    To examine the artistic and cultural value of television promotion through public engagement and dissemination that facilitates dialogue and exchange between the producers, curators and viewers of promotional screen content.


Tv and digital promotion agile strategies for a new media ecology5

‘TV and Digital Promotion: Agile Strategies for a New Media Ecology’

  • January 2012 – January 2013

  • AHRC Follow-On Funding

  • Objective 3:

    • Two events at BFI Southbank on ‘The Art of Television Promotion and Digital Design’

    • An educations ‘masterclass’ for 15-25 year-olds on designing idents, combined with a competition, bringing together BFI Education and Red Bee Media


Red bee media creative design technology delivery

Red Bee MediaCreative (Design) Technology (Delivery)


The mutual benefits of engaging with industry

Idents produced by Red Bee Media for

BBC One, BBC Three, BBC America, Dave, CCTV (China) and Discovery


The institute for screen industry research isir

The Institute for Screen Industry Research (ISIR)

  • Ideas Incubator

  • Pool of new talent

  • Cost-effective, high-power research partner

  • Source of upskilling and professional development

  • ISIR 'Ideas and Research'


Generating collaborative relationships

Generating Collaborative Relationships

  • Collaborative relationships need to be built over time and with partners receptive to, and interested in, thinking and theorising


Generating collaborative relationships1

Generating Collaborative Relationships

  • Academia and industry use the same terminology differently. We need to learn to speak each others’ language.


Generating collaborative relationships2

Generating Collaborative Relationships

  • We need to take the time to find out about the agendas of industry and look for ways in which this might inform and shape our own research agendas.


Red bee s strategic priorities

Red Bee’s StrategicPriorities

Promotional Agility


Red bee s strategic priorities1

Red Bee’s StrategicPriorities

  • Content Discovery


Red bee s strategic priorities2

Red Bee’s StrategicPriorities

  • Social Television


Red bee s strategic priorities3

Red Bee’s StrategicPriorities

  • ‘On-brand’ TV:


The mutual benefits of engaging with industry

Follow-on Funding Scheme

  • to explore unforeseen pathways to impact either within the lifespan of an AHRC research project or resulting from a completed research project

  • to enhance the value and benefits of AHRC funded research beyond academia

  • to encourage and facilitate a range of interactions and creative engagements between arts and humanities research and a variety of user communities to include, business and commercial, third sector and heritage sector, public policy, voluntary and community groups and the general public.


The mutual benefits of engaging with industry

Ephemeral Media (BFI, 2011)

Brand Hollywood (Routledge, 2007)

Branding Television (Routledge, 2012)


The mutual benefits of engaging with industry

Follow-on Funding Scheme

  • to explore unforeseen pathways to impact either within the lifespan of an AHRC research project or resulting from a completed research project

  • to enhance the value and benefits of AHRC funded research beyond academia

  • to encourage and facilitate a range of interactions and creative engagements between arts and humanities research and a variety of user communities to include, business and commercial, third sector and heritage sector, public policy, voluntary and community groups and the general public.


The mutual benefits of engaging with industry

Knowledge exchange:

‘the processes by which new knowledge is co-produced through interactions between academic and non-academic individuals and communities.’


The mutual benefits of engaging with industry

Follow-on Funding Scheme

  • Impact:

  • fostering global economic performance, and specifically the economic competitiveness of the United Kingdom

  • increasing the effectiveness of public services and policy

  • enhancing quality of live, health and creative output.


The mutual benefits of engaging with industry

ISIR Connecting Viewers with Content

Red Bee Media Blog


The mutual benefits of engaging with industry

The Creative Student Network, University of Nottingham


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