Co-creation: Perfecting the dance of media creators

Media digital workplace CSC Blogs

Media workers have long been collaborating across time and space.

From towncriers spreading news through medieval towns to telegrams announcing everything from the Wright Brothers’ first flight to the bombing of Pearl Harbor, we’ve found ways to share information across long distances.

And digital technology makes the task easier than ever.

While once media relied on things like darkrooms, print presses, videotape and antennas to create, archive and distribute content, today’s workers have rich opportunities to collaborate and create, anytime, anywhere.

A YouTube star can shoot a high-quality video with her smartphone in the comfort of her bedroom, 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 lag in the past when it comes to the digital workplace. These behind-the-times enterprises may have data siloed in inaccessible systems; applications that fail to communicate with each other; and security policies that can’t accommodate the new outside-in approach to work.


For content producers, those lags result in lost productivity. For businesses, they result in missed revenue opportunities.

To empower employees, engage with audiences and realize revenue potential, media companies must perfect the dance of co-creation. What is that? A sort of tango between producers (photographers, journalists, videographers, filmmakers, citizen reporters) editors, vendors and audiences, wherever they are and whenever they feel like dancing.

Today’s media workers expect access to archive materials, content management systems, distribution channels (websites, social media platforms), data analytics, communication/collaboration tools and more. And they expect it now – not when they are in the physical office or logged on to a secure private server, but rather when the need and desire to create strikes.

The good news is, digital technologies – modern platforms, applications and networks, cloud technology, security tools – make it entirely possible to build this type of work experience. Even better, CSC is on the cutting-edge with its CSC MyWorkStyle solution for the next-generation workforce.

If your media organization seems closer to the towncrier model than the full-fledged digital media workplace of today, you might want to check it out. I’ll telegraph over the details. 😉

What obstacles do you face as a creator? How can technology overcome those barriers?

As always, I welcome your input on how to approach changes and challenges in media. If you think I’ve misread a situation or trend, let me know. If you have a new way of thinking about the topics we discuss, pass it on. I want to engage with all of you in this space as together we make sense of today’s media industry.

Scott Dryburgh joined CSC in 2015 as the Industry Lead for Media with responsibility for UK projects in broadcast, publishing, advertising and entertainment. Prior to joining CSC, he worked across a broad range of clients and was responsible for transforming multi-faceted businesses using a creative and entrepreneurial approach.



Open to change, media companies can thrive in the digital transformation

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