Rethinking Legacy Media - How the FT and ITN make history pay in the digital age
In this exclusive webinar FT Strategies hosted Rachel Corp, CEO, ITN and Jon Slade, CCO, Financial Times to discuss how print and broadcast media can learn from each other as they face common challenges and look to capitalise on opportunities for growth in an increasingly complex digital world.
With over 200 years experience of news reporting between them, the Financial Times and ITN are flagships of quality journalism in the print and broadcast sectors. Throughout their illustrious histories, both companies have had to reinvent themselves to meet the demands of changing audience expectations and technology developments while expanding their reach and reputation well beyond the UK. The past two decades, with the rise of social media, digital disruptors and growing distrust of the media, have in many ways been a difficult time for legacy news brands.
However, with revolution comes opportunity, and those brands that successfully leverage their experience and history to help shape their futures could find themselves best placed to meet changing consumer demands while upholding journalistic integrity.
They discussed
- Strength in Heritage - Trust is a significant asset that ‘heritage’ brands can leverage in times of disruption, people want high-quality news they can rely on regardless of whether that is in print, broadcast or online.
- Balancing B2B & B2C - Whether B2B or B2C, businesses must focus on first-class products and building strong relationships with clients - no matter which form they take.
- The Opportunities of Election Year - Election coverage must remain relevant, impartial and serve the public interest. These are the cornerstones of the commercial opportunity that a year of elections presents for the news industry.
- New World, New Competition - In the digital world, you’re competing not just with traditional competitors but also anything that people can give their attention and money to from Netflix to TikTok.
- Optimism for the Future - Disruption creates opportunities for organisations that produce high-quality, trustworthy content to see a rise in not just demand for their product but a necessity for it.
- Engaging New Audiences - Everyone engages with news in some format, whether broadcast, papers or social media. Therefore, news providers, especially PSBs, must look to engage audiences where they are, not where we want them to be.
