RTÉ Director General Dee Forbes this week briefed staff and issued the broadcasters new five year strategy plan. The new strategy plan intends to strengthen RTÉ relationship with younger views through improvements and investment in its digital and online platforms, as well as reflecting the ever diversifying landscape of Ireland through its programming.
Shifts in the media landscape have provided audiences with unprecedented content choices. Media consumption patterns have changed and will remain in flux for years.
RTÉ must adapt to compete and will adjust its strategic direction to:
- Serve linear audiences while adopting digital first
- Know, engage with and better understand audiences
- Reflect Ireland’s diversity on and off air Innovate with a new model for short-form content
- Expand and deepen its creative partnerships
To achieve this, RTÉ’s strategy focuses on three key elements:
- Putting the audience first
- Making high-quality content
- Allowing audiences to connect with RTÉ content how, where and when they want.
This strategy puts the audience first. RTÉ wishes to captivate audiences and celebrate our country’s rich diversity. Knowing audiences in Ireland, reflecting them and engaging with them is crucial. RTÉ will focus on attracting younger audiences while retaining other traditionally loyal audiences.
Locally produced content needs to be protected to ensure that Ireland continues to have a vibrant creative sector that reflects Irish culture, stories and society. The content priorities embedded in this strategy are to offer greater variety and diversity, including long and short form, live and on-demand; and to increase partnerships with Ireland’s creative sector.
Accompanying this launch was a promotional video in which the Director General outlines the key initiatives of ‘RTÉ Strategy 2019-22’ plan.
RTÉ wants to give people more choice and control as to how, when and where they connect with and consume its content. RTÉ will evolve its range of services in line with audience needs and available resources to fulfil a two-pronged approach of serving linear audiences, while adopting digital first.
Delivering the strategy depends on several key enablers:
- Having a deep understanding of audiences in Ireland
- Driving creativity and innovation in content making
- Expanding partnerships with the independent sector
- Creating opportunities for staff and attracting new and diverse talent
- Improving operations and technology to become more efficient, collaborative and agile
- Increasing funding for public service media content
- This strategy and RTÉ’s financial sustainability are contingent on several financial assumptions. These include the successful implementation of the new ‘One RTÉ’ structure and an increase in public funding that includes reform of the television licence fee system.
Indicators of success
RTÉ will evaluate its progress in implementing its strategy through a range of indicators that demonstrate its impact on Irish society. These indicators will be continuously assessed, ensuring they evolve and change to meet RTÉ’s requirements as it strives to satisfy audience needs and respond to the ever-changing media marketplace.