The Business Case for Light Broadcast
By Rick Hoar
June 16, 2015

Once the trappings of radio and television stations exclusively, professional broadcast production equipment and workflows are now commonly employed in corporate settings for nearly every industry, worldwide. The reasoning behind this sea change in business communications is three-fold: First, many corporations now require a sophisticated electronic media presence, both to meet the expectations of their external customers and those of a modern connected workforce. Second, business leaders are beginning to recognize and appreciate the value of controlling communications from end-to-end, without having to rely on public media entities or temporary labor to create high quality and effective mass communications. Third, continual technological advances have made formidable creative tools now more accessible than ever to enterprises of all sizes, with a robust marketplace characterized by increased competition and decreased costs of ownership. In short, the podcast and light broadcast revolution is changing global communications, and your business can’t afford to ignore it.

Whether it be for workforce training or in support of a rich social media campaign, the level at which audiences expect to consume electronic information has made audio and video essential to achieving meaningful mass communications today. Simply because of the increased quality of media that individuals can self-create with the ubiquity of smartphones and personal computers, the bar has been raised for professional content creators. In order to even compete for the coveted attention span of the modern media consumer, content must be engaging and dynamic. Furthermore, to avoid being perceived as low caliber, companies now must also produce professional, “broadcast-grade” media that positively reflect the corporate image at all times.

Certainly this level of polish can be obtained through third-party production specialists, but this strategy quickly becomes cost-prohibitive with the frequency at which we now routinely communicate. It’s not that every message requires a massive production budget and a managed crew of professionals to create, however every message will be held to the standards of the noise with which it will compete to be heard. Essentially, no message worth communicating can afford to be poorly executed these days, and it is incumbent upon business leaders to find the most efficient means of ensuring excellence in this space. Thus, internalized production workflows and stakeholders quickly become prominently desirable. They also foster information security, strategic alignment, and natural resonance with the core audience.

It’s no secret that technology continues to become more capable and less expensive. While IT budgets may not be diminishing, the productivity that can now be leveraged with them is unprecedented, and media production equipment perfectly exemplifies this truth. Experienced broadcasters and high-volume content producers have long known that live production is the only viable workflow to meet their productivity demands, often necessitating complex switched studio environments to maintain operational efficiency. Fortunately, those once multimillion dollar studio facilities can now be approximated much more affordably, and thanks to the spread of Internet connectivity and accessibility, the accompanying obstacles of distribution are effectively gone as well.

Exclusive satellite carriage agreements and dedicated telecommunications networks have been largely supplanted by an incredible global interconnectedness that we often take for granted. And, because a generation is growing up in this connected, media rich environment, a flood of competent operators are entering the market with an intuitive understanding of mass communications and the skillsets to execute them. So, with distribution and labor attainable alongside the tech, the three pillars of mass communication are in reach.

Democratized, interactive, and omnipresent, the New Media have arrived. No business, organization, or government can ignore this fact if it expects to remain relevant. So, recapture the attention that may have inexplicably atrophied away from your enterprise, or, if you’re a new contender for marketshare, make a splash with powerful, intentional communications that engage your audience and keep the flow of information alive. Inaction is the only reason to fail here, so adapt your organization now that you understand the resources and imperatives in play.



This article was orignally posted on Rick's LinkedIn account. Connect with him there and on Twitter @StreamingRich.