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Adventist Media Convergence

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Presenter: Ben Schoun
Where: World advisory for Hope Channel in Brazil
When: Feb 2009

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Adventist Media Convergence

  1. 1. Traveling where missionaries cannot go.
  2. 2. Determined To Listen
  3. 3. Mission Statement “ Adventist World Radio broadcasts the Adventist hope in Christ to the hardest-to-reach people groups of the world in their own languages.” Q
  4. 4. A Unique Ministry Priority: the hardest-to-reach places (10/40 window)
  5. 5. Broadcasts in 75 languages, by native speakers
  6. 6. Broadcast Languages <ul><li>Afar, Amharic, Arabic, Assamese Bangla, Bari, </li></ul><ul><li>Bulgarian , Burmese, Cebuano, </li></ul><ul><li>Chin, Dialec Arabic, E nglish, </li></ul><ul><li>Farsi, French, Fulfulde, German, Hausa, Hindi, </li></ul><ul><li>Hmong, Igbo, Illocano, </li></ul><ul><li>Illongo, Indonesian, Italian, </li></ul><ul><li>J apanese, Javenese, </li></ul><ul><li>continued </li></ul>
  7. 7. Juba Arabic, Jula (Dyula) Kabyle, Kannada, Karen, Kazakh, Khmer, Kirghiz, Korean, Maasai, Malagasy, Malayalam, M andarin, Marathi, Mizo, Mongolian, Moru, Nepali, NE Thai (Lao) Oromo, East Panjabi, Portuguese, Russian, S inhala, Somali, Spanish, Swahili, Tachelit, Tajiki, Tagalog, Tamil, Telugu, Thai Tigrinya, Turkish Ukrainian, Urdu, Uzbek, Uyghur, Vietnamese, Yoruba Zande AWR Languages, continued
  8. 8. Studios
  9. 9. STUDIOS
  10. 10. AWR’s Youngest Producer
  11. 11. Programs for non-Christians
  12. 12. Hindu Worship
  13. 13. Buddhism
  14. 14. Listener in Nepal <ul><li>“ I did not know there was another religion besides Hindu and Buddhist in the world. As you talked about the true Bible and all the things that are happening according to the Bible, I believe it totally. In our ancestor's religion there are no such things mentioned about the future, there is only the cycle of reincarnation. But it is so nice to believe that Jesus loves us personally and gives us the assurance of eternal life. Bible must be a wonderful book. Please help me get one copy.” </li></ul><ul><li>-- Eastern Nepal. </li></ul>
  15. 15. <ul><li>Uses appropriate media </li></ul><ul><li>for each community </li></ul><ul><ul><ul><ul><ul><li>Shortwave </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>AM/FM </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Internet </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Podcasting </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>MegaVoice Ambassadors </li></ul></ul></ul></ul></ul>
  16. 16. AWR Broadcast Coverage
  17. 17. KSDA -- Guam
  18. 18. GUAM – Antennas, Transmitters
  19. 19. Making Waves <ul><li>A New AWR Television Program ! </li></ul><ul><li>Seen on: </li></ul><ul><li>The Hope Channel </li></ul><ul><li>3ABN </li></ul><ul><li>AWR Web Site </li></ul><ul><li>Safe TV </li></ul><ul><li>KBLN </li></ul><ul><li>NRB TV </li></ul>
  20. 20. The Future of Radio
  21. 21. Radio Listeners - Australia Radio Effectiveness Research Main Business Hours
  22. 22. Radio & Television Radio Effectiveness Research
  23. 23. Radio’s Penetration <ul><li>“ At present, radio has the greatest penetration of any media form with low cost radios found nearly universally through low and middle-income countries.” </li></ul><ul><li>--Radio: A Post Nine-Eleven Strategy for Reaching the World’s Poor , by Stephen Sposato and William A. Smith, Univ Press of America, 2005. </li></ul>
  24. 24. Radio in Africa <ul><li>“ Radio is by far the most important, most used, and most trusted medium of communication in East Africa. People use it both for accessing information and for entertainment. It is an indispensable tool for learning about dangers to community, obtaining advice on a variety of issues, and fueling the daily conversations carried on by people in an oral society. Many other institutions, including governments and churches, do not share the same level of trust as radio. People in rural communities report a whole host of difficulties that they must deal with on a daily basis. . . “ </li></ul><ul><li>  </li></ul><ul><li>July 31, 2008, Volume Two, Issue Two, Media Intelligence Newsletter . </li></ul>
  25. 25. Radio of the Future <ul><li>Embraces convergence. </li></ul><ul><li>Focuses on unique and thematic content. (Like Podcasting) </li></ul><ul><li>The ability to be truly “live” is a great attraction of radio. </li></ul><ul><li>Local content. </li></ul><ul><li>It must be Interactive (e.g. talk shows, listeners involved in content selection) </li></ul>
  26. 26. Convergence
  27. 27. Convergence – Development of the Concept <ul><li>Arising from “systems” view of organizations. </li></ul><ul><li>Networking – a step in this direction. </li></ul><ul><li>“ Tell the World” – Media Committee </li></ul><ul><li>Spontaneous movements in this direction. </li></ul><ul><ul><li>SAD – integrated evangelism </li></ul></ul><ul><ul><li>SPD – Reorganization </li></ul></ul><ul><ul><li>Infrastructure is making it possible </li></ul></ul><ul><ul><li>An idea whose time has come </li></ul></ul>
  28. 28. South Pacific Division Adventist Media Network <ul><li>Adventist Media Network is envisioned to become a “fusion of the media, . . . a cross-fertilization of production and promotion across the media, including print, radio, television, and Internet.” </li></ul><ul><li>Allen Steele, CEO of AMN </li></ul>example: media synergy
  29. 29. Definition of Convergence <ul><li>How producers of media and consumers interact on a social level and use various media platforms to create new experiences, new forms of media and content that connect us socially. </li></ul>
  30. 30. Benefits of Convergence <ul><li>Extends Reach – e.g. Newspaper chains, and Television/Radio networks; IP-based TV </li></ul><ul><li>Adds interactive possibilities – e.g. Radio on internet; online radio campaigns </li></ul><ul><li>Internationalize the media – e.g. Radio locator </li></ul><ul><li>Bringing internet to Radio – e.g. Internet browsing on radio in Sri Lanka </li></ul>
  31. 31. Benefits of Convergence <ul><li>Uses digital media which can be tracked, managed, and optimized – e.g. Digital Billboards </li></ul><ul><li>Digital media can be adapted for any media outlet – e.g. TV, Internet, magazine publishing, music recording, film production </li></ul><ul><li>Cross promotion & cross selling </li></ul>
  32. 32. Benefits of Convergence <ul><li>Fewer devices – e.g. my cell phone </li></ul><ul><li>Portability, flexibility – e.g. Podcasting </li></ul><ul><li>Television converged the technologies of movies and radio (but radio did not die), and is now being converged with the mobile phone industry. </li></ul>
  33. 33. Media Convergence “ . . . the most significant technological trend is that of media convergence.” Heather Johnson, Outreach Magazine January/February 2007
  34. 34. Requirements for Convergence <ul><li>Ownership of several media </li></ul><ul><li>OR </li></ul><ul><li>Teamwork </li></ul><ul><li>Common mission, not competition </li></ul><ul><li>Internal Communication and collaboration </li></ul><ul><li>Good Personal Relationships </li></ul>
  35. 35. Convergence in Adventist Media <ul><li>PODCASTING </li></ul>
  36. 36. AWR’s Experiment <ul><li>French Health Programs – 230,000 subscribers </li></ul><ul><li>Amharic speaking man from Ethiopia. </li></ul><ul><li>A new generation of distribution for AWR – 75 plus languages available to the entire world. </li></ul><ul><li>Video or TV can also be podcast. </li></ul><ul><li>Automated through the MAM. </li></ul>
  37. 37. Definition of podcasting <ul><li>Podcasting is a term used to describe a collection of technologies for automatically distributing audio and/or video programs over the Internet using a publisher/subscriber model. </li></ul><ul><li>It differs from earlier online delivery of audio because it automatically transfers the digital media files to the user’s computer for later use. </li></ul>http://en.wikipedia.org/wiki/Podcasting
  38. 38. Podcasting <ul><li>“ Podcasting” combines two words: “iPod” and “broadcasting”. </li></ul><ul><li>You don’t need an iPod to listen to a podcast! Any PC will be fine! </li></ul><ul><li>Alternative terms would be “audio blog” or “audioblogging” </li></ul>
  39. 39. Podcasting - What It Is <ul><li>A podcast is really just an mp3 audio file that is distributed via an RSS feed (by linking the mp3 file to a blog posting or to a web page). </li></ul><ul><li>Current “podcatching” software, such as iTunes , allows the user to subscribe to an RSS feed ; the software will automatically download new podcasts when they become available. </li></ul>
  40. 40. Podcasting – The Listener <ul><li>Subscribes to the RSS feed for the blog using “podcatching” software (such as iTunes) ONE TIME ONLY </li></ul><ul><li>New podcasts are automatically downloaded to the user’s PC – and can be played on the computer </li></ul><ul><li>The mp3 files can be “synched” to a portable mp3 player, such as an iPod, for anytime, anyplace listening – mobile learning – “m-learning”. </li></ul>
  41. 41. PodCasting devices <ul><li>Misconception </li></ul><ul><li>What is podcasting ? </li></ul>
  42. 42. Alternatives to the iPod <ul><ul><li>Creative Technology </li></ul></ul><ul><ul><li>iRiver </li></ul></ul><ul><ul><li>Sony </li></ul></ul><ul><ul><li>Archos </li></ul></ul><ul><ul><li>Dell </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>
  43. 43. Convergence in Adventist Media <ul><li>MEDIA ASSET MANAGER </li></ul>
  44. 44. The Media industry yesterday <ul><li>All material came from similar sources </li></ul><ul><li>Well defined channels – Print, Radio, TV mediums </li></ul><ul><li>Audience expectations were well understood </li></ul><ul><ul><li>Market segmentation, granularity </li></ul></ul><ul><li>Perceived media hierarchy </li></ul><ul><li>Comfortable with the demarcation </li></ul>
  45. 45. Digital asset management consists of automating tasks and decisions surrounding ingesting , tagging , modifying , cataloguing , storage , timely movement and retrieval of digital assets, such as digital photographs, animations, videos and audio, PDF . Media Asset Management
  46. 46. Core Advantages <ul><li>Produce once, use many </li></ul><ul><li>Find ing content easily / remotely </li></ul><ul><li>Selective (web) Media-on-demand </li></ul><ul><li>Automating content processing & timely distribution </li></ul><ul><li>Minimizes risk/cost of deploying on new technological platform </li></ul>
  47. 47. Possible Synergy ? <ul><li>Many Media types </li></ul><ul><li>Many Platforms </li></ul><ul><li>Distributed Storage </li></ul><ul><li>Many Users / sub-Organizations </li></ul>
  48. 48. <ul><li>Unified Online Library of Content </li></ul><ul><li>Global Distribution of Content </li></ul><ul><li>Controlled Sharing of Resources </li></ul><ul><li>Cost Optimization </li></ul>Synergy Advantages
  49. 49. Media re-purposing
  50. 50. Media Asset Management Example for Video / Audio { Olá G’Day
  51. 51. MAM Solutions Text
  52. 57. Convergence in Adventist Media <ul><li>CROSS PROMOTION </li></ul>
  53. 58. Cross Promotion <ul><li>TV advertises radio frequencies & programs </li></ul><ul><li>Radio advertises TV broadcasts & programs </li></ul><ul><li>TV & Radio refer people to Internet. </li></ul><ul><li>Internet advertises Radio and TV </li></ul><ul><li>Published books and magazines advertise Radio, TV </li></ul><ul><li>E.g. “Adventist World” for the Public – advertises Radio and TV, while Radio and TV advertises Adventist World </li></ul>
  54. 59. Convergence in Adventist Media <ul><li>SATELLITE SERVICES </li></ul>
  55. 60. Maximize Use of Satellite Channels <ul><li>Small band-width can be used for audio. </li></ul><ul><li>Satellites can therefore be used for both video and audio. </li></ul><ul><li>Audio can be delivered to places where low-power FM stations can be used. </li></ul><ul><li>Where populations may not have dishes, the FM broadcast can deliver the message using the same infrastructure. </li></ul>
  56. 61. Convergence in Adventist Media <ul><li>WORLD COVERAGE </li></ul>
  57. 62. Tell the World – Every person <ul><li>Our mandate from GC Strategic Planning Committee </li></ul><ul><li>Where do we have media coverage and where do we have nothing? </li></ul><ul><li>We must use every media means to reach the entire world: </li></ul><ul><li>Television, Radio, Internet, Print </li></ul>
  58. 63. Convergence in Adventist Media <ul><li>SHARED CONTENT </li></ul>
  59. 64. Re-purposing <ul><li>Video content for TV, DVDs, Internet, YouTube, etc. </li></ul><ul><li>Audio content can be used on Radio, Internet, CDs, Podcasts </li></ul><ul><li>Multi-channel audio (several languages) can support one channel video feed. </li></ul><ul><li>The audio of a video asset may be able to be used separately and various digital outlets. </li></ul>
  60. 65. Convergence Are there Other Ways?