RTE unveils new digital strategy
On-demand, mobile services to be handled by new division
TechLife | 22 May 2012 :
RTE has announced a revamped digital strategy with the arrival of a new division: RTE Digital.
The new division, formed through an internal reorganisatoin, will be responsible for leading the broadcaster's digital strategy. A central part of this strategy is to ensure RTE's content is available on-demand and across devices, including a presence on mobile, IPTV, PCs, connected TVs and devices.
In addition, RTE Digital will continue to manage and develop its stable of platforms and services such as RTE.ie,RTE Player and RTE News Now.
"Audiences are changing dramatically with the advent of new, more affordable and more sophisticated technologies," said Múirne Laffan, managing director, RTÉ Digital. "As the media landscape is evolving, so too is RTÉ. The new digital division will bring RTE's content to new audiences in different ways and anticipate the future needs of our users. Whether our audiences want to connect with us... our strategy is to ensure RTE content is accessible on whatever device, and everywhere."
RTE Digital will also be responsible for implementing a new e-commerce and merchandising strategy, at the core of which will be premium on-demand services, digital merchandising and new mobile services. In addition, RTE Libraries and Archives - a national resource and a hugely valuable asset to the public - will be consolidated within RTE Digital, and public access to the wealth of video and audio archives will be prioritised through digital means.