This book describes how and why all of us are creative and innovative. To do this, it looks at the change that isn’t really changing. People always fear and resist change. But that won’t work in broadcasting—after all the schedule and the programmes change every day.
Broadcasters are used to change, and they should see it as an adventure. Right now, more things are changing in broadcasting than ever before, as we embark on digital multi-channel, social and other digital media, and mobile reception.
But, in a way, things are not really changing. They are just developing—in the same way as the jam we buy at the supermarket gets better every year. If this has confused you, read on—you’ll get the drift.
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