A WIDER WORLD VIEW AT THE BROADCASTING STANDARDS AUTHORITY
OUR CLIENT’S SITUATION
The Broadcasting Standards Authority knew that the environment it worked within had changed and that it was still in flux. Internet players particularly, were pushing for dominance in what has traditionally been the territory of broadcasters. Given the BSA’s constitutional mandate, progress has been slow moving into areas that involve influence rather than legal clout.
The BSA needed to find a way into a broader range of operating, beyond their current capability.
They saw the need to;
- Develop a better understanding of their environment from the consumer’s viewpoint
- Work alongside broadcasters and new types of ‘casters’
- Develop ways to help consumers manage their content
This process needed to integrate with the needs of the Ministry of Culture and Heritage (MCH) and the BSA board and within the BSA’s current planning schedule. Specifically it would impact on their Statement of Intent (SOI) contract with Government.
FUTURECENTRIC’S APPROACH
We knew that we needed to start from a baseline of exploring a wide range of concepts. Some would stand throughout the project and some be discarded along the way. A vital ingredient Futurecentric brought into the mix was dealing with the ambiguous nature of the formative stage of the process. We worked with the Chief Executive of the BSA in the first instance bringing a range of ideas into alignment, persevering with ambiguous challenges until the critical time when components were developed sufficiently to make a quantum impact on the end result.
We recrafted the structure and content of the BSA’s SOI, creating a challenging but logical flow from environment through component parts. The BSA’s new response to challenges and opportunities would now result in distinct and purposeful outcomes, measures and targets.
OUTCOMES FOR OUR CLIENT
This approach brought the BSA’s management a new frame of mind and instilled a full commitment to a set of bold new strategies for the next three years.
It has also prepared the BSA for more agile planning and development model and new areas of operation. The BSA has submitted a substantially different SOI document from previous years that better reflects their environment and its component territories, their role and how to deliver its valuable contribution.
