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The changing face of broadcast media: Why the right CMS matters

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Public media is experiencing an industry-wide acceleration towards digital transformation. While broadcast companies have operated on the web for some time, newer mediums like video and podcasts are now what readers, watchers and listeners desire and expect.

Today, people interact with media across a number of different channels—television, radio, print, web, app—and the way they like to consume that content is changing. While COVID-19 has especially caused an uptick in consumption of newer, relatively speaking, digital formats like mobile and video, the industry has also seen an interesting resurgence in traditional channels: ITV says television advertising spend is increasing, while CNBC recently reported similar findings despite the pandemic slowdown.

All this is to say, across the board public media companies are increasingly facing pressure to deliver an omnichannel experience—and at the heart of this challenge is doing so with speed. This is where the right CMS comes in. Today, public media companies share three core considerations when looking to digitally transform with the right CMS: speed and flexibility is what will keep the business moving, multisite and omnichannel experiences will be key to building engagement, and integrations will support rich digital experiences.

First to publish with speed and flexibility

For broadcast media, being first to publish is a core business need in order to maintain and build trust with audiences. Producing digital experiences faster, especially, is important for public media companies to keep pace with the industry and continually transform as the ways in which users interact with different channels also change.

With the right platform, media companies can launch new sites and experiences in weeks, even days. Specifically, Brightspot GO involves out-of-the-box tools and templates that help media companies get digital experiences up and running fast without compromise or the need for heavy technical support.

Customized editorial workflows via Brightspot Assignment Desk also allow public media companies to work how they want and establish their own efficient ways of publishing.

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Building engagement through multisite and omnichannel experiences

To boost engagement, digital leads and their teams rely on focused campaigns, with the ability to build, iterate and deliver as rapidly as worldwide events and news cycles dictate, for example. For public media companies, finding the right platform that allows them to compete in the market and speak to their audiences on all devices is critical.

With more people expecting and wanting these multichannel, multimedia experiences, public media is turning to content management systems to keep up. This is another area where Brightspot’s GO can act as a support: whether you’re a local or global media company, Brightspot makes managing different experiences across channels and sites more seamless. Broadcast media companies like TV Azteca and Caracol Television have worked with Brightspot to move numerous different properties—sites and apps included—onto a single platform, driving a more strategic and efficient editorial experience across an entire organization.

How integrations bring rich digital and multimedia experiences

We’ve talked about publishing fast and on the right channels. The third piece of the puzzle for public media companies to consider is ensuring the types of content experiences they deliver across those channels resonate with today’s audiences.

Hand-in-hand with increasing engagement is the ability to deliver on the multimedia, digital experiences people want today, including OTT video and audio capabilities that bring written content and narratives to life. Brightspot offers integrations designed to take public media companies to the next level to reach their audiences. A few of these include:

  • Persistent player: Say you’re a radio station with a web or app presence; persistent player is an integration that allows your station to continuously play on the page as users browse your site. A simple integration like this helps to lessen the disruption in listening as users switch from radio to web, and provide a better overall listening experience.
  • Transcription capabilities: Brightspot’s integration with Amazon Transcribe makes it easy for media companies to provide transcriptions to listeners for their video and audio assets, saving time and money in manual transcription. This is especially beneficial as mediums like podcasts and video are on the rise.
  • Premium video integration: Brightspot integrates with OVPs like Brightcove and Kaltura, and each of these integrations support bi-directional sync, meaning editors can perform some tasks in Brightspot and have those changes reflected in the OVP with ease.

Public media companies today are not just looking to keep pace with digital transformation now, but to also continually evolve as the needs of their listeners, watchers and readers change into the future. A CMS that prioritizes speed and flexibility, multisite and omnichannel experiences, and integrations will support these businesses in reaching their audiences fast and continually adapting as more devices, channels and experiences take shape.


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