

Making the Media
Avid Technology
A podcast exploring the forces that shape the media, news, and entertainment business. Tune in for interviews on trends, talent, and tech. By industry leaders, for industry leaders. New episodes every other Friday. Send us your questions and comments: makingthemedia@avid.com or @craigaw1969.
Episodes
Mentioned books

Aug 23, 2021 • 30min
S1E17: Going Green
S1E17: Going Green
When you think of industries that are polluting the planet, do you ever stop to consider the impact of content creation? The albert initiative in the UK aims to help content creators reduce their carbon footprint and they have recently launched a news initiative. In this episode, we ask: What are the steps productions can take to reduce their impact on the planet? We hear from Sky Sports about how they're putting this into practice.
Our Guests This Episode
Katy Murdoch oversees operations and training at BAFTA albert. Her background is in both TV production and as a freelance sustainability consultant for the live events industry. She received an MSc in Carbon Management in 2015 from The University of Edinburgh. She is passionate about her work at albert as the collaborative nature of the project inspires sustainability far and wide.
Jo Finon is Manager of Responsible Production at Sky Sports. In 2020, Jo assumed the role of Manager of Responsible Production, showing Sky Sports’ commitment to change and the Sky 0 target to be net-zero carbon by 2030. As part of her role, Jo is responsible for Sky Sports' award-winning sustainability strategy and driving improvements for the whole outside broadcast industry. Jo is also an albert Ambassador and a Trustee for the MAMA Youth Project charity, which supports individuals from underrepresented communities entering the TV industry.
With over 10 years of experience working in live TV in areas such as Contracts Management and Operations Supervision, Jo has always been passionate about implementing changes to improve working practices both for the crew and the environment.
More Resources
For more on this topic, check out: · The Challenges and Opportunities Ahead for Hybrid Broadcast Newsrooms · Making the Media S1E06 – Barreling Towards Burnout
Contact Us Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Matt Diggs
Social: Wim van den Broeck
Theme Music: Greg “Stryke” Chin

Aug 9, 2021 • 33min
S1E16: Lovin' La Vida Local
S1E16: Lovin’ La Vida Local
How can broadcasters capitalize on the loyalty of their local news audiences to expand their digital offering? When news coverage is no longer just about the daily morning or evening show, how do they foster an “always-on” culture where news is delivered when it happens to audiences—regardless of where they are at that time or on what device? Discover how American broadcaster ViacomCBS is tackling this issue head-on and learn the methods the organization is deploying to deliver for its audiences.
Our Guest This Episode
Adam Wiener has spent more than 30 years at the forefront of media evolution. He leads all aspects of digital for the owned and operated CBS Television Stations. Most recently, Adam conceived and led the roll-out of CBSN Local: 24/7 news streams powered by the CBS Television Stations’ newsrooms, available for free on connected television, desktop, and mobile devices via the CBS News app, local station websites, Pluto TV, and the all-new Paramount Plus streaming service.
More Resources
For more on this topic, check out:
Lovin' La Vida Local
· MediaCentral | Publisher
· The Future of TV News White Paper
Contact Us Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Matt Diggs
Social: Wim Van den Broeck
Theme Music: Greg “Stryke” Chin

Jul 28, 2021 • 30min
S1E15: Do You Trust Me?
S1E15: Do You Trust Me?
Trust is fundamental to the reputation of news organizations. But with misinformation and claims of fake news now abundant, what can the media industry do to ensure their viewers and followers know that their content is genuine?
In this episode, we discuss the aims of Project Origin, an alliance of media and technology organizations looking to do just that. But how does it hope to achieve this? And what are the risks to the news industry if this issue is not tackled head-on?
Our Guest This Episode
Bruce MacCormack is the co-lead of Project Origin, a media provenance initiative that consists of the BBC, New York Times, CBC/Radio-Canada, and Microsoft. He is also an invited expert on the technical working group of the Coalition for Content Provenance and Authenticity (C2PA).
Bruce is focused on the impact of Artificial Intelligence on news operations, with a particular emphasis on mitigating the threat of misinformation. He is a member of the Partnership on AI steering committee on AI and Media Integrity. He was also Head of Business Strategy for Technology at CBC/Radio-Canada and the Executive Architect of the Enterprise Media Asset Management system.
More Resources
For more on this topic, check out:
· Security Best Practices for Cloud News Production
· Making the Media S1E10: All Things AI
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim Van den Broeck
Theme Music: Greg “Stryke” Chin

Jul 12, 2021 • 31min
S1E14 Ch-Ch-Ch-Ch-Changes
S1E14 : Ch-Ch-Ch-Ch-Changes
Change is a constant in newsrooms. Both the technology involved and the methods of storytelling continue to be revolutionized as efficiencies are sought and new platforms emerge.
In this episode, we ask: Rather than being reactive to change, how do you effect long-lasting, transformative change within a news organization? Has the fact that we have all had to adapt over the last year made journalists more receptive to change? Or will working practices return to how they were before the pandemic?
Our Guest This Episode
As Head of Change for BBC News and Current Affairs, Charlotte Eimer oversees complex transformation. The most significant project at the moment is modernizing BBC News, which aims to increase the impact of BBC News journalism, reshape how it commissions content to reach new audiences, and provide value for all.
Now a Chartered Project Professional, Charlotte started her BBC career as a journalist covering Latin America. She is an experienced editor who has been responsible for coordinating the daily production of news and information services across the globe. Charlotte was program director of a digital transformation that redesigned BBC Monitoring’s operating model, shifted the department to a culture of continuous improvement, delivered significant annual savings, and brought about a step change in customer metrics. The program won the 2019 MCA Award for Change and Transformation in the Public Sector.
More Resources
For more on this topic, check out:
· MediaCentral | Collaborate
· Making the Media Ep05: Our Virtual Reality
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Theme Music: Greg “Stryke” Chin

Jun 28, 2021 • 31min
S1E13: Welcome to the (R)Evolution
More than a year after COVID-19 sent shockwaves through news teams worldwide, once-strange notions of remote access and distributed teams are par for the course. So that begs the question, what’s next?
In this episode, we ask: What’s the next evolution of distributed news production? What technology and workflow changes are needed to support this shift? And perhaps most important, how do we get the skeptics on board?
Our Guest This Episode
Adde Granberg, CTO of Swedish Television (SVT), has worked in the television industry since 1991, starting as a sound engineer at Swedish youth channel ZTV before running a broadcast consultancy where he specialized in live events. He joined SVT in 2010 with a remit to improve the technical infrastructure and workflow at the station. He was responsible for managing the remote TV production for the 2012 London Olympic Games and the 2014 FIFA World Cup in Brazil and is currently moving SVT towards an IP- and cloud-based future.
More Resources
For more on this topic, check out:
The Future Direction of Television News
News Production from Anywhere Webinar Series
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Theme Music: Greg “Stryke” Chin

Jun 14, 2021 • 27min
S1E12: New Media Mindset
One of the most exciting (and, frankly, challenging) opportunities for broadcast news organizations is adjusting to platform fragmentation. Emerging digital platforms can unlock innovative new ways of approaching storytelling and reaching new audiences.
In this episode, we ask: What emerging platforms are ripe for innovation? How can legacy broadcasters learn from and embrace new forms of storytelling? And how can they turn this into new audiences and revenue streams?
Our Guest This Episode
Dr. Marie Elisabeth Mueller is an award-winning professional, new media educator, trainer, and news futurist who guides teams in newsrooms, NGOs, and small and medium-sized businesses to reach a new professional level with smart technologies and digital workflows. Dr. Mueller, who holds a Ph.D. in media science on digital storytelling from the University of Constance, has in-depth experience as a journalist, writer, and creative director at public broadcaster SWR and as a professor of digital journalism and online media management at the Stuttgart Media University.
More Resources
For more on this topic, check out:
MediaCentral| Publisher
Making the Media S1E03: Mr. Mojo Risin’
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Theme Music: Greg “Stryke” Chin

May 31, 2021 • 21min
S1E11: Work Flows
Top-down technology decisions don’t win tech leaders any popularity awards—but most importantly, they run the risk of missing crucial needs that weren’t properly articulated.
In this episode we ask: What’s a better process for making technology decisions that truly reflect evolving news workflows? How has the democratization of technology given end users a voice? And how do you go about building a user-first tech stack?
Our Guest This Episode
Morten Brandstrup is Head of News Technology at TV2 in Denmark, where he bridges the gap between news production and technology, with a focus on providing the right toolbox for reporters and photographers. He has spent his professional life in news, event, and sports production, having been a sound engineer, cameraman, director, editor, satellite operator, and field producer.
More Resources
For more on this topic, check out:
The Evolving Role of the Broadcast Journalist
Making the Media S1E05: Our Virtual Reality
MediaCentral | Collaborate
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Promotion: Keri Middleton, Gina Pryor, and Mary Reynolds
Theme Music: Greg “Stryke” Chin

May 17, 2021 • 24min
S1E10: All Things AI
Artificial intelligence is a fascinating--and often thoroughly misunderstood--topic, and it's making its way into the world of news.
In this episode, we ask: What are the cutting-edge applications of AI in the news industry? How can we deploy it responsibly? Is AI only accessible to the largest organizations with the deepest pockets? And perhaps most importantly, what's next?
Our Guest This Episode
Felix M. Simon is a doctoral student at the Oxford Internet Institute (OII) and a Knight News Innovation Fellow at Columbia University’s Tow Center for Digital Journalism. He also works as a research assistant at the Reuters Institute for the Study of Journalism (RISJ) and regularly writes and comments on technology, media, and politics for various international outlets. His doctoral work at the University of Oxford focuses on the implications of AI in journalism and the news industry. His broader research interests include political communication in the digital age and the changing nature of journalism and the media in the 21st century. He also takes an active interest in populism and the future of mis- and disinformation. Felix graduated with a BA in Film and Media Studies from Goethe-University Frankfurt and holds an MSc in Social Science of the Internet from the OII. He is currently a fellow at the Salzburg Global Seminar.
More Resources
For more on this topic, check out:
What News Teams Should Know About AI-Powered Search Tools
Avid and Microsoft Cloud
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Promotion: Keri Middleton, Gina Pryor, and Mary Reynolds
Theme Music: Greg “Stryke” Chin

May 3, 2021 • 22min
S1E09: Attracting New Audiences
Broadcast TV isn’t the only game in town anymore, if it ever was. Being where your audience is—mobile, digital, wherever they may be—is a big challenge, but also a big opportunity to reach new audiences.
In this episode, we ask: Can platform fragmentation actually help broadcasters get closer to their audience? What insights can digital platforms unlock? And how can broadcasters pivot to deliver to new platforms, while still meeting the needs of the platforms where they are well established?
Our Guests This Episode
Matt Goldberg is the VP of Content Strategy for the NBC-owned TV stations, where he leads the team that developed and launched LX. Matt has been with NBC for 17 years, previously as Assistant News Director at KNBC in Los Angeles and at NBC Bay Area. Prior to moving into management, Matt was an award-winning investigative producer. Matt was an elected board member of the non-profit Investigative Reporters & Editors (IRE) and served as Board President from 2016-18. He began his career in TV news while attending Arizona State and has also worked in Houston, Texas.
Philip Bromwell, a pioneer of mobile journalism, is the Digital Native Content Editor at RTÉ, Ireland’s national public service broadcaster. In over two decades as a journalist, he has reported on a wealth of stories at home and abroad, including covering the Olympics, the Oscars, the refugee crisis, and a rare assignment in Tibet. At RTÉ, Philip leads a team of mobile journalists creating original “digital-first” stories on mobile devices for audiences that are increasingly consuming content on their phones.
More Resources
For more on this topic, check out:
Making the Media S1E02: Multi-Platform Madness
Making the Media S1E03: Mr. Mojo Risin’
Tailoring Broadcast News to Digital Channels: 3 Best Practices
How Millennials Get News: Insight for Broadcasters on Retaining This Demographic
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Promotion: Keri Middleton, Gina Pryor, and Mary Reynolds
Theme Music: Greg “Stryke” Chin

Apr 19, 2021 • 22min
S1E08: Who's Afraid of the Big Bad Cloud?
Other industries have been using the cloud for years, but broadcasters have been reluctant to embrace it—until COVID-19 forced the issue of enabling remote work. Still, it’s an uneasy embrace, and misconceptions about and mistrust of the cloud still linger in the industry.
In this episode, we ask: Are attitudes toward the cloud finally shifting? Where is—and where isn’t—cloud feasible for broadcast workflows? What fundamental misunderstandings still need to be cleared up? And how can leaders who see the promise of the cloud get started?
Our Guest This Episode
Mohamad Fares currently leads broadcast technology at Qatar Television. With over 20 years of experience in the technology field, he works with a team of engineers and workflow consultants to deliver and support best-of-breed broadcast technology solutions and workflows. Under his leadership, the broadcast technology team looks after post production, archive, and playout.
More Resources
For more on this topic, check out:
Planning Your Media Enterprise Journey to the Cloud
Are VPNs History? Zero Trust’s Role in Remote Security for Broadcast Workflows
MediaCentral | Publisher
Contact Us
Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.
Credits
Host: Craig Wilson
Producer: Rachel Haberman
Social: Wim van den Broeck
Promotion: Keri Middleton, Gina Pryor, and Mary Reynolds
Theme Music: Greg “Stryke” Chin