Let me just say at the outset that I think the ABC’s response to the new digital media environment has been innovative and outstanding. Not only is their website full of fascinating content from their TV and radio networks but they have also started to produce innovative community projects like Pool, and their mix of commentary at Unleashed is terrific.
But it struck me when I clicked on a story at their website this morning that there is still a way to go. The story “Modern Mag,” from Radio Australia, about the launch of a new fashion magazine for Islamic women is on the news home page under “The best of the ABC” banner. It has a short description: “Aquila Asia is a fashion magazine aimed at Muslim women in South East Asia,” and a picture of a veiled woman (see pic above). When you click on it you get an audio player of the five minute interview with the magazine’s editor. It’s a good listen and challenges some misconceptions about contemporary Islamic women.
However it is – or should have been a visual story – a women’s fashion magazine is a visual medium and one of the main topics of discussion is the use of varied models which reflect the differences in the lives of Islamic women. It would have been a simple matter for the producer in prepping the story to ask for the editor to email a couple of sample spreads and images which could have been loaded onto the program’s website with a brief two para introduction. Or with permission these images could have been taken directly from the magazine’s website.
This would have had two effects: on air, the presenter could say, “If you want to know more about Aquila Asia take a look at our website,” and in the post-live online environment, the presentation of the audio with the addition of simple visuals provides a much stronger representation of the story. The presenter even refers to the magazine’s website during the interview without providing viewers with a web address. Again if the small story had been preloaded, this information would also have been available to readers.
I don’t deny that there are resource implications in this type of approach, but if the workflow is handled well they can be minimal. I have written before about how a multimedia approach demands a simple checklist that associates sourcing of multimedia elements with the traditional checklists already a part of all editorial pre-publication workflows. As a transitional approach I am not even saying that all radio stories demand this type of treatment but radio producers do need to ask themselves: is this a story which needs additional visual material provided through our website. If the answer is “Yes,” then contemporary listeners will expect nothing less.
American public radio NPR are ahead of the curve in making this transition and show what a contemporary online radio environment should be like. They also have one of the only decent news apps for the iPad.
“The best of the ABC” can no longer be produced in simple one medium format – the best now demands a multimedia approach.
The story can be heard here.