Digital Workplace Powers Creativity
The technology available to today’s media companies provides rich opportunities to collaborate and create — anytime, anywhere.
by Scott Dryburgh
Media companies once relied on darkrooms, printing presses, videotape and antennas to create, archive and distribute content — but the technology available to today’s media provides much richer opportunities to collaborate and create, anytime, anywhere.
A YouTube star can shoot a high-quality video with her smartphone in the comfort of her home, edit it with user-friendly tools and upload it to an audience of millions in a few short hours. A reporter on the beat in a war-torn country can publish a story and respond to reader comments and questions via social media from half a world away.
The possibilities are amazing — but they’re not yet endless.
Far too many organizations are behind the times when it comes to the digital workplace. These enterprises may have data siloed in inaccessible systems, applications that fail to communicate with each other, and security policies that can’t accommodate an outside-in approach to work. For content producers, those lags result in lost productivity.
For businesses, they result in poorly enabled employees, talent-retention issues and ultimately, missed revenue opportunities.
To empower employees, engage with audiences and realize revenue potential, media companies must perfect the dance of co-creation among producers (photographers, journalists, videographers, filmmakers, citizen reporters), editors, vendors and audiences — wherever they are and whenever they feel like dancing.
The good news is that digital technologies — modern platforms, applications, networks, clouds and security tools — make it entirely possible to build this type of work experience.
Here’s what that experience might look like:
- Simplified access to information: Employees should be able to access applications and information from various physical and virtual devices, both inside and outside the firewall. But this can create challenges for IT in protecting enterprise security while enabling access. One solution enables identity and resource access controls through enterprise security systems, providing a gateway to both privately and publicly hosted applications and information.
- A collaborative experience with centralized controls: Controlled collaboration improves productivity and, especially in this industry, creativity. The right tools will break down barriers of location, data, systems compatibility and access control.
- Enabled end users: Self-service is the primary driver of digital applications. End users should be able to access, install, configure, use and retire applications whenever necessary.
- Personalized experiences for each role: Solutions should focus on the employee and their job requirements, as these factors dictate access to certain tools and information. Enabled employees are productive employees and, better yet, creative employees.
As media companies confront the myriad pressures to compete in the digital marketplace, it’s imperative that their enterprises empower employees and retain talent in the production of high-quality, cutting-edge products, while attracting new audiences and driving revenues. By making collaboration quick and easy for producers, wherever they may be, technology can spur innovation, creativity and success.
SCOTT DRYBURGH is CSC’s industry lead for media.