Digital Britain: Industry response
While some have labelled the report an ‘old way of looking at new media’, others have praised Lord Carter, the report’s author, for his ‘clarity of thought’. But can a consensus be found among those that the Digital Britain report directly effec
Not often can it be said that Government reports are anticipated by many outside the walls of Westminster, but Digital Britain was always going to be a different beast as it looked to inform the future of the British media landscape.
Probably even more rare is that the vast majority have praised what is written within its pages, especially those working in a digital environment.
“A strategy for the digital sector and the impact it has on British business and people’s lives is long over due,” begins John Campbell, managing director of digital agency Spider Online.
“If it makes technology or web more affordable and accessible to the section of society that can’t get online just now that will be a good thing for any progressive society. Business wise, if done correctly, it can help UK business develop further and utilise new technologies to improve effectiveness and create new products and services,” he continues.
Campbell’s view is one shared by many and Marc Reeves, editor of the Birmingham Post, concurs with Campbell: “No other industry or sector in the UK has had that level of thought and future thinking as the media sector and the digital business sector. To have some clarity of thought coming from Government has got to be a good thing. The challenge is for everyone to really engage and get up to speed with what it means, what it means for their particular business, what it means for the environment that they are in.”
Not everyone shares the same view, however. Craig Johnson, commercial director at digital agency Rippleffect describes the report as “underwhelming” and believes that it “lacks creativity”.
He continues: “It’s an old way of looking at new media to preserve the ‘big boulders on the beach.’ It appears to be written by an author trying to catch up rather than lead – there needs to be more carrot and less stick.”
In particular, Johnson is less than enthused, as was generally agreed by most when the report broke, by the £6 tax on phone landlines saying that exemptions to the rule must be applied.
“The Government is still obsessed with getting the consumer of media to pay, either through micro payments or a subscription to preserve the status of businesses with antiquated business models. The government has missed an opportunity to force the advertising industry to innovate,” he continues.
If the advertising industry has not been well served by the report, as is Johnson’s belief, it is then strange that the IPA has also stated its welcoming of the report, although it has done so by highlighting moves to improve broadcasters situations such as Channel 4, which faces a funding shortfall, and of its overview of commercial radio being upgraded to digital. This is coupled by proposals to grant Ofcom new powers to extend the licence period of all national and local licences by up to a further seven year.
As such, Stuart Cosgrove, director of nations and regions for Channel 4, is also enthused by what the report means for the independent commercial broadcaster which currently finds itself at a crossroads.
“Digital Britain has been very clear about the future direction of C4, ruling out privatisation and enshrining our role as a creative public media company,” explains Cosgrove.
“Significantly the report has also encouraged Channel 4 to recast its remit in the multi-platform era and become more creative online. This is a welcome opportunity for C4 and Scotland where we have a strong and creative digital media sector.”
Stuart Taylor, chief executive of GMG Radio has also said that he too was pleased with what he read in relation to his own sector in the industry. “It has given us a clear indication on the future of regional radio stations in relation to DAB and appears to allow a great deal of flexibility on how GMG Radio builds its brands across the UK in this digital future.”
Despite welcoming the report, Birmingham Post editor Reeves admits to being slightly sceptical to see Lastminute.com co-founder and digital guru Martha Lane Fox appointed in a bid to drive digital engagement.
“I’m about as interested in that as I am about Alan Sugar joining the Government,” says Reeves.
The final word goes to Fran Laws at Bristol agency Mubaloo: “As a digital company, our view of the digital future is obviously biased and we are therefore taking the positives out of this report. That is not to say that there are no negatives.
“For a company such as Mubaloo, the Government’s focus on improving and extending the digital industry in Britain is to be encouraged. We believe that the digital future of Britain is a world of opportunity, both as a business and as a consumer, and we welcome any moves to champion it.”