This e-Master Class will take place on Monday 22 March, Wednesday 24 March and Friday 26 March 2021 at 10:00 to 12:30 CET each day via Zoom.
A maximum of 15 people can register for the eMC. There will be more dates added in the future.
Many traditional news formats are not reaching Generation Z (Gen Z) audiences. Also referred to as the iGeneration, Gen Z covers people in their mid-teens to early 20s, and this demographic makes up more than 30% of the global population.
Public service broadcasters often find it difficult to keep up with ever-changing platforms, while maintaining the production of high quality journalism. Likes and views are important, but we need to tailor our news stories to engage the Gen Z audience in a more meaningful way.
In a crowded digital world where everyone is a creator, how can Public Service Media (PSM) stay relevant? How can PSM gain trust from Gen Z and win the battle of becoming their primary news source? Can we create formats that engage with young people across multiple platforms and apply PSM values on these formats?
In this e-Master Class Mark Egan and Justin Kings will deconstruct and review the various elements that make a news format successful - for example is it picture-based or emotion-led – and how this affects the relevance and engagement. Following this, you will be challenged to create a news format flexible enought to work across multiple platforms and which appeals to a Gen Z audience.
Audience: How to gain qualitative insights into Gen Z
Business: Digital news-gathering
Editorial: The ability to challenge existing editorial models
Innovation: Learn techniques to foster greater creativity
Social: How to build multi-disciplinary content creation teams
Storytelling: How to use proven principles to create multi-platform formats
Strategy: Develop community management strategies
SkillAudience Business Diversity Editorial Innovation Social Storytelling Strategy
22 - 26 Mar 2021
19 Mar 2021