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Programme Assembly European Broadcasting Union Assembly EBU TRAINING Assembly 2011 EBU HOW DO PUBLIC MEDIA REmaIN RELEVant anD DIstINCTIVE IN thE DIGItaL agE? HOW DO PUBLIC 20-21 October 2011 SERVICE MEDIA Istanbul, Turkey Programme Assembly Background & Objectives Public Media have to keep their content relevant and trustworthy in a media landscape characterized by the diversification of sources and distribution platforms, the fragmentation of audiences, mobile and immediate content delivery, as well as the recurrent budget cuts. How can Training and Development departments be part of the solution? How can they support both management and staff when their organizations engage in the following avenues: – The search for greater efficiency through new ways of working. – The development and implementation of marketing and branding strategies for channels and programmes. – The use of social media platforms to build new video and audio content and increase two- way communication with their public. – The re-thinking of the role of Public media journalists, including News “curation”, data journalism, mobile journalism and new forms of investigative journalism. The Assembly will elaborate on these issues through case studies, panel discussions and work sessions in small groups. Programme Assembly Thursday, 20 October 2011 08:30 – 09:30 Registration and coffee 09:30 – 10:00 Welcome Address by Ibrahim Sahin, Director General, TRT, Turkey Moderator Henrik Keith Hansen, Director, HKH Communications, Denmark & Trainer, EBU TRAINING 10:00 – 13:00 Session 1 – How to transform our broadcasting organizations to remain relevant and distinctive? 10:00 – 10:30 Applying industry lessons to Public Service Broadcasting by Stephan Van Lierde, Director of Human Resources, RTBF, Belgium - HR & Development initiatives as part of the overall RTBF transformation projects. - Issues and challenges so far. - What can we learn from the business industry? - Q&A 10:30 – 12:30 Case Study: Radio Bremen, Germany “Change ? Neither top-down nor bottom-up but viral” by Jan Metzger, Director, Radio Bremen, Brigitta Nickelsen, Head of Business Development & Resources, Radio Bremen and Marcello Bonventre, Head of the Digital Garage Team, Radio Bremen Radio Bremen’s case is a symbolic example of what many Public Service broadcasters in Europe are confronted with in terms of changing media landscape and fragmentation of audiences: “Small is beautiful …and can be successful too”: the small broadcaster from ARD has engaged a few years ago in an in-depth transformation to respond to these challenges. The objective is to ensure that Radio Bremen remains an independent broadcaster, and at the same time, positions itself as a modern media company with outstanding programming appealing to diverse audiences on many platforms. Radio Bremen’s current situation and the directions the broadcaster is exploring will unfold as a case-study with opportunities for participants to buzz about issues and possible solutions. Including Coffee break at 11:30 12:30 – 13:00 Panel discussion with speakers of the session and Martin Poole, Media and Brand consultant, Sway Media, UK & Trainer, EBU TRAINING 13:00 – 15:00 Lunch Programme Assembly 15:00 – 16:30 Session 2 – Break out session (see description on page 34) Including coffee break Group 1 – Challenges for the Training Managers in Public Media Facilitated by Jonathan Stoneman, Consultant, Stonemedia People, UK & Trainer, EBU TRAINING Group 2 – “La Certification Qualité ISAS : comment mettre en valeur ce que l’on fait ?” Facilitated by Oltea Catineanu, Head of the Training Unit, ROR, Romania and Yves Ménestrier, Executive Director, Media & Society Foundation, Switzerland Group 3 – Leading change in the newsroom Facilitated by Henrik Keith Hansen 16:30 – 17:30 Session 3 – The importance of Branding in Public Media to remain relevant and distinctive Introduced by Martin Poole Martin will share some lessons learnt on the importance of Branding at a corporate level and at programme level. Video clips on branding and promotion will illustrate this session. 17:30 End of Day I 18:30 Meet in the Hotel Lobby 18:45 Departure by bus for the Gala dinner at the Sait Halim Pasha Mansion 21:00 Cocktail & Gala dinner at the kind invitation of TRT Programme Assembly Friday, 21 October 2011 09:30 – 11:00 Session 4 – EBU TRAINING, Latest developments and new methods Moderated by Nathalie Labourdette, Head EBU TRAINING Panel with: Gill Parker, Project Consultant, EBU TRAINING, Henrik Keith Hansen, Martin Poole, Hélène Rauby Matta, Business Development Manager, EBU TRAINING, Jonathan Stoneman, Olaf Steenfadt, Independent strategy consultant, Germany - Presentation of the results and figures of the year 2011 through its Key Performance Indicators. - Introduction to the Market Research Study. - EBU TRAINING as a hub for ideas; the strengths of a Master Class. - Many workshops were organized in 2011 based on the Master Classes. - How to cope with the new trends and social Media. - How to cope with Public Broadcasting skills. - How to find out new stories and new partners. 11:00 – 11:30 Coffee break 11:30 – 13:00 Session 5 – Panel: Media Training projects & partners Moderated by Olaf Steenfadt Training programmes can be complex projects and involve various partners and working packages. Each partner has to have a clear positioning & remit and be open to others’ ways of working to guarantee the success of the partnership and create added value for the course commissioner and the trainees. The session will highlight some specific examples and try to answer the following questions: what works? what doesn’t? What lessons can we learn for future projects and partnerships? A panel discussion will follow the short presentations on selected examples. BBC Academy Anne Morrison, Director, BBC Academy, United Kingdom INA/EBU TRAINING/FIAT partnership on FRAME - Future for Restoration of Audiovisual Memory in Europe- training programme Delphine Wibaux, International Project Manager, Ina EXPERT, France and Hélène Rauby-Matta CFI/EBU TRAINING Partnership for TRT football coverage Football Match Directing and Shooting: a complex and multidirectional training Project Mesut Ertanhan, Head of Training, TRT, Yasar Kefeli, Sports Channel Deputy Coordinator, TRT, Turkey, Eric Soulier, Director Mediterranean & Asia, CFI, France and Nathalie Labourdette Programme Assembly 13:00 – 14:30 Lunch 14:30 – 16:00 Session 6 – Panel: The New role of Public Media News Journalists Moderated by John Maguire, Director of International Affairs, RFI, France - The job of the journalists is changing and moving into different directions: journalists as facilitators & curators; “beat” journalists vs. “new” investigative journalists; the “data” journalists; the one-man-band journalists (reporter/producer/cameraman) who also need to produce stories for several platforms. - What are the consequences for our Training & Development broadcast partners and what type of course, curriculum, learning actions do you need to develop? Marja Heinonen, Head of Development, News, Current Affairs, Sport, Regions, YLE, Finland - New forms of journalism have an impact on the way traditional ethical values are understood and applied. - How are YLE Training professionals responding to the challenge and helping journalists to integrate Social media and User Generated Content in their daily professional practice while being respectful of long-standing editorial values? What type of training courses are being organized? Marika Rennerfelt, Trainer, SR, Sweden “Leave the desk, go out and find the stories!”: the Swedish Radio’s mobile project. - What’s new? Have we not always been mobile? - A journalistic project: a Mental turnover. - How did we do it? - Playing the game: Mediaconductor. - Inspiration tour round Sweden. - What happens now? Ahmet Böken, Editor in Chief, TRT News channel, Turkey TRT News journalists 16:00 – 16:30 Closure of the 2011 Assembly and presentation of the 2012 Assembly Programme Assembly Break out session Group 1 – Challenges for the Training managers of Public Media LANGUAGE: ENGLISH Facilitator: Jonathan STONEMAN, STONEMEDIA PEOPLE, UK & TRAINER, EBU TRAINING 3 specific issues will be addressed and discussed with participants: – Induction process - In an imaginary organization that participants just joined, what do you think the induction process should be? What type of induction process do you have in your organization? – Mid-career challenges: - In an imaginary media organization going through major changes, how can you engage or re-engage? – Mandatory training & Online Training: - Passengers or prisoners? - How many is too many? - How far is desktop training the answer? Group 2 – “La Certification Qualité ISAS : comment mettre en valeur ce que l’on fait ?” LANGUAGE: FRANCAIS (CEPENDANT LES MODÉRATEURS PARLENT ÉGALEMENT ANGLAIS ET ACCUEILLENT VOLONTIERS LES ANGLOPHONES) FacilitatorS: Oltea Catineanu, HEAD OF THE TRAINING CENTER, ROR, ROMANIA & YVES MÉNESTRIER, EXECUTIVE DIRECTOR, MEDIA & SOCIETY Foundation, SWITZERLAND – Tour de table : présentation de chacun, connaissent-ils ISAS? Votre organisation/département est-il dans une démarche qualité ? Si oui, laquelle ? – Media Society & Foundation et de ISAS - BCP - 9001 - De quoi s’agit-il ? - Quelle est concrètement la valeur ajoutée de la certification pour un radiodiffuseur ? - Quelles leçons tirez-vous de votre pratique ? - Questions -réponses – L’exemple de la Radio Roumaine - Pourquoi avoir choisi la voie de la certification ? - Pourquoi avoir choisi ISAS - Quelles
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