nma reporting:
Steve Folwell, former Guardian Media Group strategy chief, was drafted into the newly-created role of business director, multimedia and brand extensions in May, to explore product development and commercial opportunities around multimedia propositions, with expediency. He’s leading a 30-strong multimedia team, while pulling together commercial and product development resources across the business.
“Multimedia means different things to different people,” said Folwell. “In our case it means we want to be on any platform, at any given time, telling our audiences stories in the best possible way for that platform. But it also means interaction between data, video and audio, enlarging our existing audience and enhancing our storytelling through news, investigation, music and arts.”
Guardian News & Media has identified an audience of 7m with which its content and brand would resonate across a variety of products and platforms, but with whom Guardian News & Media is not currently connecting.
This target would more than double its current 3m daily web audience. The target is a result of work undertaken last year to identify opportunities around brand extensions, multi-media and product development, both on- and offsite, Folwell said.
Within guardian.co.uk, there is still 90% of the audience that are not viewing video, while offsite, Guardian News & Media is exploring content syndication across Youtube, video networks, social media platforms, webTV and tablets. It’s a partner for UK webTV venture Youview, and is exploring GoogleTV for its US audience, according to Folwell.
http://www.nma.co.uk/3028441.article?cmpid=NMAE01&cmptype=newsletter&email=true
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