Case study: Agora Gazeta.Pl and Radio Tok FM | Sector: Media | Format: Website, video & online content
Innovation in cross platform news media: Gazeta.pl and Radio Tok FM
Agora has been changing its content and distribution models rapidly during the last three years. The expansion and integration of broadcast media is a great example of this. The teams from Gazeta.pl and Radio Tok FM began pooling access to content in a move to integrate certain aspects of their print and radio news operations. Tok FM's studio broadcasts online in parallel with conventional on-air broadcasts, and is now housed next to the broadcast television station for Gazeta.pl.
In the first three months of integration, the new model yielded:
- 512 published stories that came from radio reporters
- 600 original multimedia reports
- 40 exclusives
- Brand boost for TOK through a wave of credits from other media
- Video news stories rebroadcast on radio and TV
It's a simple model of how taking down some of the walls between teams in the same media group can unlock economies of scope for both. "Successful integration relies on two sides: not simply taking the radio online, but improving the radio station's product. In Poland the research is based on brand awareness and we saw our awareness rise straight away" explains Tomasz Jozefacki, head of Agora’s internet division.
"We spent a year organising ourselves, redesignining our processes and building the new integrated space. Now our team has completed the transition and the programming is creating new types of content and synergies across the business".