Illustrative engagement. A representative scenario showing how we approach this kind of work in mass media. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping mass media
Media groups operate across TV, print, radio and digital, and need a joined-up view of audiences and advertisers.
- Audiences move across screens
- Advertisers want cross-media evidence
- Brands must stay relevant to younger audiences
Client background
A media group, working in Maharashtra. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A media group
- Sector
- Mass media
- Team engaged
- IT & Development
- Services
- Custom software development, Web application development
Client challenge
Print and digital teams used separate systems and duplicated work.
Research objectives
- Deliver on the brief: a shared content system for print and digital.
- Define requirements and success criteria the solution would be tested against.
- Deliver a reliable, secure solution the team can run and extend.
Target audience
Scope: Newsrooms.
Audiences we typically reach in mass media
Viewers, readers and listenersAdvertisersMedia plannersYounger audiencesRegional audiences
Geographic coverage
Coverage: Maharashtra. Market: India.
- India
Research methodology
An iterative delivery approach: discovery, design, build and test in short cycles, with the client reviewing each step.
- 1Brief
- 2Shared CMS
- 3Publishing workflow
- 4Insight
We built a shared content system with workflows for print layouts and digital publishing.
Custom software developmentWeb application development
Sampling strategy
- Users and stakeholders from every affected team took part in discovery workshops and acceptance testing.
Data collection
- Requirements were gathered through workshops, process walk-throughs and a review of existing systems and data.
Data quality & validation
- Peer code review on every change
- Automated and manual testing
- User-acceptance testing with the client
- Release checklist and rollback plan
Data analysis
- Usage and performance monitoring after launch
- Defect and support-ticket trends
- Process time before and after
Key findings
- One story, many outputs.
Recommendations
- Build on the core insight: one story, many outputs.
- Track adoption and support tickets, and plan the next release from real usage.
Business impact
- Stories moved between print and digital without re-entry, saving editors time.
Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Deployed solution with documentation and handover
- Support and maintenance plan
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how can we reach younger audiences?