Digital Tools Change the Media Workplace
Author: SCOTT DRYBURGH
With mobile devices, self-service tools and a wealth of digital data at their fingertips, today’s media workers have rich opportunities to collaborate and create. The modern digital workplace allows producers to access the information and tools needed to perform tasks quickly and effectively, at any time and from any place.
Scott Dryburgh is DXC's Industry Lead for Media with responsibility for UK projects in broadcast, publishing, advertising and entertainment.
It’s a huge shift in an industry that once relied on darkrooms, print presses, videotape, antennas and the like to create, archive and distribute content. Today, a YouTube star can shoot a high-quality video with her smartphone in the comfort of her bedroom, edit it with user-friendly tools and upload it to an audience of millions in a few short hours. A reporter on the beat in a war-torn country can publish a story and respond to reader comments and questions via social media from half a world away.
The possibilities are amazing — but they’re not yet endless. Far too many media organizations lag in the past when it comes to the digital workplace. These behind-the-times enterprises may have data siloed in inaccessible systems; applications that fail to communicate with each other; and security policies that can’t accommodate the outside-in approach to work. For content producers, these lags may result in lost productivity. For businesses, they can result in something worse — missed revenue opportunities.
So what does a modern media workplace need to succeed?
Simplified access to information: Employees should be able to access applications and information from various physical and virtual devices, both inside and outside the firewall. This can cause challenges for IT to protect enterprise security while enabling access. One solution enables identity and resource access controls through enterprise security systems, providing a gateway to both privately and publicly hosted applications and information.
A collaborative experience with centralized controls: Collaboration and cocreation are essential to successful media enterprises. The digital workplace must enable controlled collaboration among employees, partners, advertisers and consumers. Controlled collaboration improves productivity and, especially in this industry, creativity. The right tools will break down barriers of location, data, systems compatibility and access control.
Enabled end users: Self-service is the primary driver of digital applications. End users should be able to access, install, configure and use applications whenever needed. One solution is setting up a company “app store” that lets employees install software on devices with automatic configuration and approved access controls.
Personalized experiences for each role: In today’s workplace, solutions need to focus on the employee and his or her job requirements, as these factors dictate access to certain tools and information. Enabled employees are productive employees and, better yet, creative employees.
As media companies confront myriad pressures to compete in the digital marketplace, it’s imperative for enterprises to empower employees in the production of high-quality, cutting-edge products, while attracting new audiences and driving revenues. By making collaboration quick and easy for producers, wherever they may be, technology can spur innovation, creativity and success in the industry.