Course Content

I. Recent Rapid Changes in Media Consumption
•Impact of the rise of the Internet
•How has the media industry coped?
•How has funding adapted for media projects?
•How should media professionals react to these changes?

II. The Future of Technology
•Emerging platforms/technologies
•Expected changes to consumption and creation of traditional media
•Social impact of changing technologies
•What these mean for media producers going forward

III. Understanding Audiences
•Audiences by generation
•Audiences by regional market
•How audiences are changing
•Essential criteria for creating a satisfying media experience for specific audiences

IV. Planning a multi-platform project
•Cost-benefit analysis
•Planning for current and future versioning for different technologies
•Planning for avoiding obsolescence

V. Content Development
•Understanding the exigencies of various platforms - examining the unique experiences that traditional and interactive media platforms offer.
•Small vs. large screen content challenges
•Reusing content vs. developing unique content
•Audience participation in the creation of content – pros and cons

VI. Technological Fluency
•Understanding of what is currently possible to create and what are the limitations
•Familiarity with various technological development terms and what they mean
•What to consider when deciding on traditional or digital production of traditional media (tv, film)
•What to look for in a developer when hiring a team for projects that include digital elements

VII. Business Development
•When is it worth using digital technologies from a business perspective? How cutting-edge do you need to be?
•How to effectively market using digital platforms.
•How to speak with stakeholders who may not be familiar or comfortable with technology about the benefits and limitations of creating for various platforms in a project.
•How to find funding for projects that include emerging technology.

VIII. Keeping Ahead of Change
•What media producers need to plan for as we move forward with technological change
•How to keep abreast of changes in media and audience consumption habits
•Who to have on your team to help you