Portfolio: Business
sioner of TV programmes into an inves-
>> Media literacy
tor in original interactive media products
and services.”
“The digital age sees an increasing availability of
Vicki Nash
The fund is, in a sense, ‘anti-broad-
new technology and new ways to listen, view or
interact and to use or store information.
cast’ and therefore, attractive to indi-
viduals or small companies with innova-
Some might question the importance of media
tive ideas for communication that under
literacy in a world of economic downturn but they
the traditional model of commissioning miss the point - whether it’s fears over the credit
and funding would stand little chance
crunch or curiosity about the US presidential
of being adopted. On the fund’s blog
election, the internet plays a key part in keeping
there is a proposition of what 4iP is
UK consumers informed. Statistics for September
showed a 27 per cent increase in the number of
about: “networks, participation/col-
UK web surfers visiting political websites, while
laboration, people, evolving, open, less
numbers visiting financial websites increased by
is more, catalysing, conversation,” and
22 per cent.
what it is not: “broadcast, viewing, audi-
ences, closed, pre-packaged, more is
However, some people are being left behind,
more, ongoing support, coach potato.”
unable to own or access the new digital
Says Channel 4: “4iP is expressly
technologies, or even become aware of them and
what they offer. Or if they are aware, they lack the
not a TV fund and it will not be used to
confidence or competence to use them.
fund Channel 4’s core business as a TV
broadcaster or to bolster cross platform The people who are left behind risk exclusion – making use of the so-called Web 2.0 technologies
TV brands. The emphasis is on original economically, financially, socially, academically,
– social networking, user-generated content,
new media.”
politically and culturally. They may be isolated blogging, and message boarding – he was able to
The idea was first mentioned at
in the employment market. They are without involve voters like no candidate before him.
access to the best, cheapest or most appropriate
Channel 4’s Next on 4 vision statement
products and commercial services available. The Obama campaign was able to get to the hard-
in March and launch events took place
They are excluded from the many public services to-reach young voters by collecting thousands
in London, Glasgow and Birmingham
increasingly offered online. They may also be of mobile phone numbers at rallies and sending
during October. The fund is currently disenfranchised from the democratic process. out texts at strategic moments. I was struck by
taking proposals and will be fully opera-
one young US political commentator who, in an
tional in January 2009. It has a strong
If it’s true that what happens in the United interview last week, revealed that she was unable
regional component and Channel 4 will
States will eventually happen here, the election to be polled by any of the parties because, like
campaigns that culminated last week hold many of her friends, she didn’t have a landline
use Ofcom guidelines on regional quali-
interesting lessons. Just as advertising spend on phone.”
fication as a guide to investment with
the internet in this country has now overtaken that
regional partners.
spent on television for the first time, so the internet Vicki Nash, Director Ofcom Scotland, at the Media
Ofcom’s media literacy event at is being called the new television as far as 21st
Literacy Conference, Glasgow
BBC Scotland’s Pacific Quay headquar-
century political campaigning is concerned.
ters underlined how new networks and
The conference, which featured presentations from
Barack Obama’s dominance of the internet is Tom Loosemore and Culture Minister Linda Fabiani
means of communication, like those that
widely credited as being one of the keys to his and breakout sessions on issues raised, will be
will be supported by 4iP, present fresh
victory. By going beyond conventional media and available to view on YouTube later this month
opportunities and challenges. HM
60
| 17 November 2008 | Holyrood magazine | www.holyrood.com |
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