Strategic Management of Crossmedia Production at Estonian Public Broadcasting

Open access

Abstract

This article investigates the strategies behind the production of crossmedia content at Eesti Rahvusringhääling (ERR), Estonia’s public broadcaster. The empirical work that supports its analytic objectives consists of multiple methodologically varying sub-studies: a textual analysis of ERR’s existing online presence and crossmedia content; 32 semi-structured interviews with its various top- and mid-level managers; and a documentary analysis of its associated strategies, guidelines, and communications. The paper suggests that, despite ERR’s advanced presence on digital platforms, it notably lacks a more comprehensive strategy for crossmedia content production and for achieving better inter-organisational cooperation that would enable new production processes. Although a few more advanced crossmedia productions have taken place, these have tended to emerge ad hoc - out of initiatives from individual employees. The article, however, suggests that, despite the current lack of an organisational strategy, the experiences acquired by its employees are creating a timely momentum for using interpretative and adaptive approaches to developing its new crossmedia production strategies.

Aarseth, Espen 2006. ‘The Culture and Business of Cross-Media Productions’. - Popular Communication, 4, 3, 203-211.

Bardoel, Johannes; d’Haenens, Leen 2008. ‘Public Service Broadcasting in Converging Media Modalities: Practices and Refl ections from the Netherlands’. - Convergence: The International Journal of Research into New Media Technologies, 14, 3, 351-360.

Bechmann, Anja 2012. ‘Towards Cross-Platform Value Creation’. - Information, Communication & Society, 15, 6, 888-908. doi: http://dx.doi.org/10.1080/1369118X.2012.680483.

Bennett, James; Strange, Niki; Kerr, Paul; Medrado, Andrea 2012. Multiplatforming Public Service Broadcasting: The Economic and Cultural Role of UK Digital and TV Independents. London: Royal Holloway, University of Sussex, London Metropolitan University.

Boczkowski, Pablo 2004. Digitizing the News: Innovation in Online Newspapers. Cambridge: MIT Press.

Born, Giorgina 2004. Uncertain Vision: Birt, Dyke and the Reinvention of the BBC. London: Secker & Warberg.

van den Bulck, Hilde; Tambuyzer, Sil 2013. ‘Collisions of Convergence: Flemish News Workers’ and Management’s Perceptions of the Impact of PSB Newsroom Integration on Journalistic Practices and Identities’. - International Communication Gazette, 75, 1, 54-75.

Caldwell, John T. 2006. ‘Critical Industrial Practice: Branding, Repurposing, and the Migratory Patterns of Industrial Texts’. - Television & New Media, 7, 2, 99-134.

Chan-Olmsted, Sylvia M. 2005. ‘Response to “Diversification Strategy of Global Media Conglomerates: A Comment”’. - Journal of Media Economics, 18, 2, 105-107.

Chan-Olmsted, Sylvia M.; Chang, Byeng-Hee 2003. ‘Diversifi cation Strategy of Global Media Conglomerates: Examining Its Patterns and Determinants’. - Journal of Media Economics, 16, 4, 213-233. http://www.informaworld.com/smpp/content~db=all~content=a785348100 (20 October 2014).

Chan-Olmsted, Sylvia M.; Chang, Byeng-Hee 2006. ‘Mobile Wireless Strategy of Media Firms: Examining the Wireless Diversifi cation Patterns of Leading Global Media Conglomerates’. - Jo Groebel, Eli M. Noam, Valierie Feldmann (eds.), Mobile Media: Content and Services for Wireless Communications. Mahwah: Lawrence Erlbaum Associates Publishers, 165-183.

Chapain, Caroline; Cooke, Phil; de Propis, Lisa; MacNeill, Steward; Mateos-Garcia, Juan 2010. Creative Clusters and Innovation: Putting Creativity on the Map. London: NESTA.

Cottle, Simon; Ashton, Mark 1999. ‘From BBC Newsroom to BBC Newscentre - On Changing Technology and Journalist Practices’. - Convergence: The International Journal of Research into New Media Technologies, 5, 3, 22-43.

Creeber, Glen; Hills, Matt 2007. ‘TVIII: Into, or Towards, a New Television Age?’. - New Review of Film and Television Studies, 5, 1, 1-4.

Dailey, Larry; Demo, Lori; Spillman, Mary 2005. ‘The Convergence Continuum: A Model for Studying Collaboration Between Media Newsrooms’. - Atlantic Journal of Communication, 13, 3, 150-168.

Debrett, Mary 2009. ‘Riding the Wave: Public Service Television in the Multi-platform Era’. - Media, Culture & Society, 31, 5, 807-827. doi:10.1177/0163443709339466.

Deuze, Mark 2004. ‘What Is Multimedia Journalism?’ - Journalism Studies, 5, 2, 139-152.

Doyle, Gillian 2010. ‘From Television to Multi-Platform: Less from More or More for Less?’ - Convergence: The International Journal of Research into New Media Technologies, 16, 4, 431-449.

Erdal, Ivar John 2007. ‘Negotiating Convergence in News Production’. - Tanja Storsul, Dagny Stuedahl (eds.), Ambivalence Towards Convergence: Digitalization and Media Change. Göteborg: Nordicom, 73-85.

Erdal, Ivar John 2009. ‘Cross-Media (Re)Production Cultures’. - Convergence: The International Journal of Research into New Media Technologies, 15, 2, 215-231.

Fagerjord, Anders; Storsul, Tanja 2007. ‘Questioning Convergence’. - Tanja Storsul, Dagny Stuedahl (eds.), Ambivalence Towards Convergence: Digitalization and Media Change. Götenborg: Nordicom, 19-31.

Foucault, Michel 2002. Power: The Essential Works of Foucault 1954-1984. Vol. 3. Ed. James D. Faubion, trans. Robert Hurley. London: Penguin.

García-Avilés, Jose A. 2012. ‘Innovation Management in Crossmedia Production: Leading Change in the Newsroom’. - Indrek Ibrus, Carlos A. Scolari (eds.), Crossmedia Innovations: Texts, Markets, Institutions. Frankfurt: Peter Lang, 259-276.

Huang, Edgar; Rademakers, Lisa; Moshood, A. Fayemiwo; Dunlop, Lillian 2004. ‘Converged Journalism and Quality: A Case Study of the Tampa Tribune News Stories’. - Convergence: The International Journal of Research into New Media Technologies, 10, 4, 73-91.

Huntsberger, Michael 2008. ‘Create Once, Play Everywhere: Convergence Strategies for Public Radio in the U.S.’ Paper presented at the RIPE 2008, Mainz, Germany.

Ibrus, Indrek 2013. ‘Evolutionary Dynamics of the Mobile Web’. - John Hartley, Axel Bruns, Jean Burgess (eds.), A Companion to New Media Dynamics. London: Blackwell, 277-289.

Ibrus, Indrek 2014a. ‘Dialogic Control: Power in Media Evolution’. - International Journal of Cultural Studies, doi:10.1177/1367877914528117.

Ibrus, Indrek 2014b. ‘Path Dependencies in Media Design: Evolutionary Dynamics of Early Mobile Web and Its Textual Forms’. - Social Semiotics, 24, 2, 191-208. doi :10.1080/10350330.2013.859479.

Ibrus, Indrek; Ojamaa, Maarja 2014. ‘What Is the Cultural Function and Value of European Transmedia Independents?’. - International Journal of Communication, 8, 2283-2300. http://ijoc.org/index.php/ijoc/article/view/2650/1204 (20 October 2014).

Ibrus, Indrek; Scolari, Carlos A. 2012. ‘Introduction: Crossmedia Innovation?’ - Indrek Ibrus, Carlos A. Scolari (eds.), Crossmedia Innovations: Texts, Markets, Institutions. Frankfurt: Peter Lang, 7-21.

Iosifidis, Petros 2010. ‘Introduction’. - Petros Iosifi dis (ed.), Reinventing Public Service Communication: European Broadcasters and Beyond. Basingstoke: Palgrave, 1.

Kolo, Castulus; Vogt, Patrick 2003. ‘Strategies for Growth in the Media and Communications Industry: Does Size Really Matter?’ - International Journal of Media Management, 5, 4, 251-261.

Küng, Lucy 2008. Strategic Management in the Media: From Theory to Practice. London: Sage.

Ludwig, Johannes 2000. ‘The Essential Problem of the Media: Working between Market Failure and Cross-fi - nancing’. - Journal of Media Economics, 13, 3, 187-200.

Mansell, Robin 2014. ‘Power and Interests in Information and Communication Technologies and Development: Exogenous and Endogenous Discourses in Contention’. - Journal of International Development, 26, 1, 109-127.

Moe, Hallvard 2008. ‘Public Services Online? Regulating Public Broadcasters’ Internet Services - A Comparative Analysis’. - Television and New Media, 9, 3, 220-238.

Porter, Michael E. 1998. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.

Quinn, Stephen 2005. ‘Convergence’s Fundamental Question’. - Journalism Studies, 6, 1, 29-38.

Silcock, B. William; Keith, Susan 2006. ‘Translating the Tower of Babel? Issues of Defi nition, Language, and Culture in Converged Newsrooms’. - Journalism Studies, 7, 4, 610-627.

Singer, Jane B. 2004. ‘Strange Bedfellows? The Diffusion of Convergence in Four News Organisations’. - Journalism Studies, 5, 1, 3-18.

Soun Chung, Deborah 2007. ‘Profi ts and Perils: Online News Producers’ Perceptions of Interactivity and Uses of Interactive Features’. - Convergence: The International Journal of Research into New Media Technologies, 13, 1, 43-61. doi:10.1177/1354856507072856.

Stark, David 2011. The Sense of Dissonance: Accounts of Worth in Economic Life. Princeton: Princeton University Press.

Suárez Candel, Roberto 2012. Adapting Public Service Broadcasting to the Multiplatform Scenario - Challenges, Opportunities & Risks. Working Papers of the Hans Bredow Institute, vol. 25. Hamburg: Hans Bredow Institute for Media Research.

Tidd, Joe; Bessant, Joe 2009. Managing Innovation: Integrating Technological, Market and Organizational Change. Chichester: John Wiley & Sons.

Trappel, Josef 2008. ‘Online Media within the Public Service Realm? Reasons to Include Online into the Public Service Mission’. - Convergence: The International Journal of Research into New Media Technologies, 14, 3, 313-322.

Witschge, Tamara; Nygren, Gunnar 2009. ‘Journalism: A Profession under Pressure?’ - Journal of Media Business Studies, 6, 1, 37-59.

Journal Information

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 37 37 12
PDF Downloads 6 6 2