Course Overview
This stand-alone module provides 20 credits towards Skillset’s UK-wide Build Your Own MA programme – which allows students to build up academic credits towards a MA Professional Media Practice at participating Skillset Media Academies around the UK.
Television and Convergent Media - taken from Birmingham City University's Future Media MA, aims provides a detailed understanding of mobile content, mobile technologies, how they integrate with television and the different ways that users relate to the respective technologies. We will use case studies from mainstream television and examples from independent producers including some highly creative content.
Television is no longer a single media channel; as a combination of IPTV and convergent devices it can be delivered to different platforms. In particular, mobile phones and tablet devices are playing an increasingly significant role in transmedia. This module will be centred on the latest developments in IPTV and mobile, focussing on the changing relationships in these key areas:
- How IPTV will change the user relationship with television
- Convergent devices including mobile and tablets as a content delivery platform
- Audience interaction through mobile and other convergent channels
- TV engagement, distribution and promotion through mobile and online
Learning outcomes
Having completed this unit the student will be able to:
- Critically assess the role of mobile and IPTV as a TV and media channel, select relevant delivery platforms and evaluate the user and rights management issues of the media;
- Critically engage with the key factors influencing mobile TV and IPTV, including the role of media owners, mobile networks and operating systems, independent content developers and producers
- Formulate strategies to create and deliver mobile TV content, broad engagement with audiences through mobile and as a promotional tool
- Consider and evaluate their own work environment in a reflective manner with reference to professional issues relating to mobile content and media.
Assessment
Mobile and Television – project assessment
Students will be asked to develop a project on specific topics which incorporates the three key elements of mobile and TV: Delivering programming to mobile, audience interaction through mobile and promotion through mobile. This can either be a response to a live brief or applied to a project at the workplace.
The project will need to address the audience needs for the content focussed for relevant devices and consider the transmedia, revenue, rights management and regulatory implications.
- The programme: what is the creative concept?
- Who is the audience?
- What are the delivery channels: both technological and platforms
- What is the funding/revenue model?
- What are the audience interaction opportunities?
- How can mobile be used to promote the project?
The assessment will require 5,000 words or equivalent addressing the key points above. Some of the written content can supplemented with graphics, animation, photos or video which demonstrate key concepts of the project.
Module Content
The module will cover:
- New delivery platforms for TV such as IPTV or smart phones and tablets
- The development of mobile as a media channel
- Understanding the new users: networks, handsets and user demographics
- Understanding the new media owners from Facebook, to Apple to the mobile operators
- The content will include input from major broadcasters on how they run mobile interaction and mobile television, as well as independent producers looking at some of the more creative mobile television content
- How to develop and deliver engaging content to the new convergent device audience
- Connected devices
- Distribution models via IP
- Interaction Design’s role in creating innovative products
- Audience needs and motivators
- Key players and new entrants into broadcast market such as Apple and Facebook
- Business models and rights
- Software Development best practices
The course will also cover topics under the following broad headings:
- Background and History
- Redefining Television
- Mobile Operators, Users and devices
- Mobile as a television delivery channels
- New interactions: the role of online, mobile and tablet devices
- Mobile as a TV marketing channel
- A new creative environment
- IPTV, Mobile TV, content and monetisation
- Marketing the new TV media channels
Module Delivery
This module will be taught as two one day face-to-face, combined with online learning and assessment work. During this time, you will explore a specific area of interest with a range of like-minded professionals and input from academics and industry guest lecturers.
You will also have the opportunity to develop your knowledge further with supported online study during which you will take part in a variety of online exercises, forums and projects. These activities can easily be fitted around your current professional work.
Industry Involvement
All the courses delivered as part of MA Professional Media Practice have been designed and are led by leading industry experts. The experts have topical case studies and examples and will be inviting guest speakers in as part of the workshop. The academic tutor will be providing support for your assessment and will ensure the learning outcomes are achieved.
Tutors:
Mark Brill (industry)
Mark has been a digital media and digital marketing specialist since 1994. His current work is mainly focussed on strategy, consulting and training in mobile media and marketing. Mark is Chair of the Mobile Council at Direct Marketing Association, runs his own company Formation, a mobile service provider delivering campaigns to mobile through its platform txt4ever.com and developing strategy and managing campaigns on behalf of clients.
Mel Norman (industry)
Mel is Digital & Collaborative Business Strategist at Media-Sauce UK and works with companies and industries to enable them to innovate and increase sustainability by utilising digital and collaborative strategies both on and offline. Mel also has 12 years’ experience working as a Producer in film, TV and interactive media.
Caroline Officer (academic)
Caroline Officer is an award-winning series producer who spent 18 years in television production, initially at the BBC and latterly at Endemol Entertainment. Caroline also ran her own digital media company specialising in short form films for travel companies and charities. Caroline is lead academic on the production course modules and manages the University’s Skillset Media Academy status.