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Business Television: managing the project
A growing number of large companies around the world, especially those with geographically dispersed workforces, are capitalising on the power and speed of television and using it as a means of communication within the company. They use it in circumstances such as: |
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one-off events where TV helps involve the whole workforce in an event attended in person by only a small proportion; |
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regular programming which becomes integrated with other company communication channels; |
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for training purposes, as a means of informing, updating and coaching a workforce dependent on up-to-the-minute information. |
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Business television (as distinct from corporate video) tends to be delivered using several technologies: by satellite, cable, fibre or ATM networks or by a combination of these, to video or PC monitors as appropriate. The choice of delivery route is a tactical decision for the company, and is significantly less important than decisions associated with the programmes to be broadcast. Using business television to its full potential rarely means using it on its own. Typically, a broadcast covering headline news, a best practice case study and - say - an interview with the CEO will be complemented with the provision of detailed information to back up each item in print and on the intranet. This way, staff wanting to know more can draw down the additional information they need, when they need it. Questions to be posed live on TV can be obtained from staff via the intranet. The whole programme may be re-screened to the desktop for later viewing. Managing a business television project is time-consuming, and requires a range of expertise and experience. The Eastbury Partnership has a great deal of experience in this area, We can: |
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help define the role of business television within the overall communications strategy, and advise on whether it is an appropriate tool to meet the company's needs; |
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advise companies on what is involved in a business television project, the options, the pitfalls etc: we are independent, and not associated with particular hardware or programme providers; |
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help clients specify the sort of television service they require to enable them to select the most appropriate suppliers; |
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act as an informed purchaser on behalf of the client; |
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prepare the business case for a BTV project, steering it through the approvals process, and support internal advocacy of the project; |
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undertake top-level project management, especially in the set-up phase; |
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advise on the most appropriate managerial and operational arrangements for the client, and help put these in place; |
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define the appropriate level of integration with intranet/print; |
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define success criteria and feedback arrangements; |
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act as executive producer for specific programmes; |
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prepare complementary web and print material |