Multi-platform media and the digital challenge: Strategy, Distribution and Policy

ESRC‌This three-year ESRC-funded project which ran from 2012 - 2015 investigated how digital convergence and growth of the internet have been affecting media companies and content.   It focused on the widespread migration of media businesses towards diversified digital distribution and multi-platform growth strategies and the impact this has had on economic efficiency, the organization of production, and on the nature and diversity of content. 
Using key case studies in the television broadcasting, newspaper and magazine publishing sectors, the research examined:

  • Economic opportunities and advantages created by multi-platform expansion; how are digital platforms enabling media companies to use their resources more cost effectively and serve their audiences and advertising clients better?
  • How is multi-platform affecting content decisions?  How is it affecting production, commissioning and distribution decisions?
  • To what extent has digital and multi-platform delivery encouraged innovation in content production and changed the organization of work?
  • How is more multi-platform production and distribution affecting diversity of media content and how, in a digital environment, is the role of brands changing?
  • What are the implications for policy?

Project findings have been disseminated widely and can be accessed through the publications and outputs listed below, many of which are openly available. 

Journal Articles/Publications

Journal Articles

Gillian Doyle (2016), Resistance of channels: Television distribution in the multiplatform era, Informatics and Telematics., 33(2): 693-702

Gillian Doyle (2015), ‘Guest Editor’s Introductory Essay’, Journal of Media Business Studies, Special Issue on Multi-platform strategies, 12 (1): 3-6.

Gillian Doyle (2015), ‘Multi-platform Media and the Miracle of the Loaves and Fishes’, Journal of Media Business Studies, Special Issue on Multi-platform strategies, 12 (1): 49-56.

Katherine Champion (2015), 'Measuring Content Diversity in a Multi-Platform Context', The Political Economy of Communication, Vol 3, No 1.

Philip Schlesinger and Alex Benchimol (2015) Crosscurrents Special Issue Editorial, ‘Small nations, the press and the digital challenge’, Media, Culture and Society, 37(1): 101-106.

Katherine Champion. (2015) ‘Experimentation and Imitation: The Journey to Elle 360’, Journal of Media Innovations, 2 (1), pp.23-40.

Philip Schlesinger and Gillian Doyle (2014), 'From organizational crisis to multi-platform salvation? Creative destruction and the recomposition of news media', Journalism: Theory, Practice and Criticism, 16(3) 305-323.

Gillian Doyle (2014), 'Re-invention and survival': Newspapers in the Era of Digital Multiplatform Distribution', Journal of Media Business Studies, 10 (4): 1-20.

Book chapters 

Gillian Doyle (2015), ‘Why ownership pluralism still matters in a multi-platform world’ in Valcke, P., Picard, R and Sükösd, M (Eds), Media Pluralism: Concepts, Risks and Global Trends, Basingstoke (UK); New York: Palgrave MacMillan: 297-309.

Gillian Doyle (2015), ‘Brands in International and Multi‐Platform Expansion Strategies: Economic and Management Issues’, Siegert, G., Förster, K., Chan-Olmsted, S., and Ots M (Eds.), Handbook of Media Branding, Berlin: Springer, pp 51-62.

Gillian Doyle (2015), ‘Multi-platform media: How newspapers are adapting to the digital era’ in Oakley, K and O’ Connor, J (Eds), Routledge Companion to the Cultural Industries, London: Routledge, pp 109-119.

Philip Schlesinger (2015) 'On the vagaries of production research’ in Chris Paterson, David Lee, Anamik Saha and Anna Zoellner (eds) Advancing Media Production Research: Shifting Sites, Methods, and Politics London: Palgrave Macmillan. 

Other Publications

Gillian Doyle (2016), 'Multiplatform Media: Has digitisation really given us more for less?', blogpost at EconomistsTalkArt.org

Philip Schlesinger and Alex Benchimol (2014), “Future of the Scottish Press’ January 27 Cross- posted by the Advice to Ofcom, LSE Media Policy and MediaPlurality websites.

Gillian Doyle (2013) ‘The Multi-Platform Media Challenge’‌: article published in, Britain in 2014: your essential guide to the issues that matter, ESRC.

Conference papers

Doyle, G (2020 - forthcoming), Independent TV production, sustainability and the Digital Context, Accepted for EMMA Conference 2020, Jönköping Business School - Shortlisted for Best Paper Award.

Gillian Doyle, ‘Development and Sustainability in the Television Industry: the Role of Channels’, presentation at the European Media Management Association (EMMA) annual conference at University of Hamburg Business School on May 27-29, 2015. 

Katherine Champion, ‘Print is dead. Long live print: adapting to survive within the magazine publishing sector’ MeCCSA Annual Conference, University of Northumbria, Newcastle upon Tyne, 7th-9th January 2015.

Philip Schlesinger, invited respondent, session on Desafios para la diversidad audiovisual en internet, International Seminar El sector audiovisual en la era digital: politicas y estrategias para la diversidad, Universidad Carlos III de Madrid, 6 November 2014.

Katherine Champion and Gillian Doyle, ‘Content Diversity in the Age of Multi-platform Delivery’, International Seminar El sector audiovisual en la era digital: politicas y estrategias para la diversidad, Universidad Carlos III de Madrid, 6 November 2014.

Philip Schlesinger, Opening keynote lecture, 'Creative nexus: understanding and strengthening the relation between cultural research and practice', Social Theory, Politics and the Arts 40th anniversary conference, University of Ottawa, Canada, 10 October 2014.

Gillian Doyle, ‘Multi-platform Media and the Miracle of the Loaves and Fishes’, Conference Keynote Address, European Media Management Education Association Conference 2014 ‘Media convergence and multi-platform strategies’, Tallinn,  June 12-13 2014.

Katherine Champion, ‘Experimentation and Imitation: The Journey to Elle 360’, The Third Annual International Symposium on Media Innovations (ISMI’14), University of Oslo, Oslo, April 24-25 2014.

Gillian Doyle, ‘Brands in International and Multi-platform Expansion’ at The Evolution of Media Branding International Workshop at University of Zurich, IPMZ, February 6-7 2014.

Katherine Champion, 'Content Diversity in a Multi-platform Context', MeCCSA Annual Conference, University of Bournemouth, Bournemouth, January 8, 2014.

Philip Schlesinger and Gillian Doyle, ‘From Organisational Crisis to Multiplatform Salvation?, opening panel presentation in Communication Policy and Technology Strand, Session on ‘Creative Destruction and Journalism’, IAMCR 2013, Dublin City University, Dublin, June 26, 2013.

Philip Schlesinger, Invited plenary speaker and roundtable chair, ‘Advancing Media Production Research’, Post-ICA and Pre-IAMCR Conference, University of Leeds, Leeds, June 24, 2013.

Gillian Doyle, Plenary presentation on ‘Newspapers and Digital Multiplatform Delivery’ at the European Media Management Association (EMMA) Annual Conference, University of Bournemouth, Bournemouth June 14, 2013.

Katherine Champion, Gillian Doyle, and Philip Schlesinger (2012), ‘Researching Diversity of Content in a Multi-Platform Context’ Innovation and Diversity in the Media Economy, Creative Media Days, Vrije Universiteit Brussels, Brussels, November 13, 2012.

Engagement

Gillian Doyle, Invited address on 'challenges facing EU Audiovisual and Cultural Industries at Cultural Industries: Pivoting to Asia? symposium organised by (GEM) at Science Po, Paris in Brussels on December 7th 2015.

Gillian Doyle, Invited plenary address on 'Multi-platform distribution and changes in windowing strategies' at the international conference on Private Television in Europe at the Vrije Universteit Brussel on 3rd June 2015.

Gillian Doyle, Invited presentation on ‘Internet markets, advertising, news publishing and pluralism’ to journalists and media practitioners from across Europe at the EU-funded Centre for Media Pluralism and Media Freedom (CMPF) based at the European University Institute in Florence on May 26th, 2015.

Gillian Doyle, Invited participant in small informal lunch meeting with Rona Fairhead, Chair of BBC Trustees, and other BBC Trustees for UK and Scotland at Pacific Quay in Glasgow on 16th January, 2015.

Philip Schlesinger appointed to Ofcom's Content Board to represent the interest of the people of Scotland. He took up the position on 1 December 2014.

Gillian Doyle, Invited participant in 'Measuring Online News Consumption and Supply', a closed roundtable event to discuss emerging methods of online and multi-platform audience measurement with policy-makers, industry experts and academics organised by Reuters Institute and Ofcom in London on 9th December 2014. 

Gillian Doyle, Invited participant in 'Pilot implementation of the Media Pluralism Monitor (MPM2014): Conclusions and recommendations for future implementation', Workshop held at the Centre for Media Pluralism and Media Freedom (CMPF), EUI, Florence on September 30, 2014.

Philip Schlesinger, 'Opportunities in a digital age', Scottish Newspaper Society Conference 2014, Glasgow, April 24 2014, presentation available at: http://www.scotns.org.uk/

Gillian Doyle, Invited address at EPP Hearing on Converged Media: opportunities and challenges for the European audiovisual media sector at the European Parliament on October 16, 2013.

Philip Schlesinger, Invited panel member, Can we trust the media? Public event at the Edinburgh International Book Festival, Edinburgh, August 17, 2013. 

Gillian Doyle, Invited speaker on ‘UK Press: Current Challenges and Business Models’, at Securing Scotland’s Voice: Strategic Responses to the Digital Media Revolution in the National Press, RSE Workshops Award-Supported CCPR Seminar, University of Glasgow, Glasgow, June 4, 2013.

Philip Schlesinger (2013), Invited panel member, The Future of the Printed Media, public event at the University of Glasgow, chaired by Andrew Neil, University of Glasgow, Glasgow, March 4, 2013.

Events

Gillian Doyle, Organiser, Multi-platform media and the digital challenge: Strategy, Distribution and Policy, End-of-project Symposium , RSA, London, 12 June 2015.

Gillian Doyle, Organiser, Researching Media at a Time of Transition, Workshop for PhDs and early career researchers, University of Glasgow, Glasgow, 10 June 2015.

Philip Schlesinger, Co-Organiser, ‘Political participation, media and citizenship’, Basque fellowship seminar, University of Glasgow, Glasgow, June 6, 2014.

Gillian Doyle and Philip Schlesinger, Co-Organisers, Media Plurality in Scotland, University of Glasgow, Glasgow, March 5 2014.

Philip Schlesinger, Co-Chair/ Co-Organiser, Stateless Nations and Independent Nation States: Digital Press Ecologies in Catalonia, the Basque Country, Norway, Denmark and Quebec, RSE Workshops Award-Supported CCPR Seminar, University of Glasgow, Glasgow, October 14, 2013.

Philip Schlesinger, Co-Chair/ Co-Organiser, Securing Scotland’s Voice: Strategic Responses to the Digital Media Revolution in the National Press, RSE Workshops Award-Supported CCPR Seminar, University of Glasgow, Glasgow, June 4, 2013.

Contacts