This month, Sky News Africa correspondent Yusra Elbagir won hundreds of thousands of views on Tiktok and YouTube for intense reports from the Democratic Republic of the Congo.
For her boss, David Rhodes, Elbagill represents the future of traditional television channels facing existential threats as audiences move online: original journalism, big name reporters, in particular Skills to engage digitally with young audiences. And, importantly, journalism can be packaged for digital platforms that could allow media groups to actually make money.
Sky News has never made a profit in its 36-year history. “It’s not a day,” says Rhodes, a well-traveled US cable news veteran who worked for CBS, Bloomberg and Fox before being appointed to the Sky News Group by US parent Comcast in 2023. Masu.
“I’ve been from town to town,” says the executive. He previously worked for a profitable news organization, but “there is a big, lucrative activity that is disappearing and is trying to find a way to replace it.” Sky News presents another challenge. “This didn’t have that. This was never the case. So the company’s expectations are a little different.”
This month’s Rhodes Sky from the potential decline of the apocalyptic as a broadcaster, with more viewers, especially younger viewers, to watch and listen to video platforms such as YouTube and Tiktok rather than traditional TV channels. We have set up a new strategy aimed at saving News. Podcasts, not radio.
He wants to fundamentally move from a free airy UK broadcaster – SkyNews is the UK’s first 24-hour news channel and becomes the global digital provider of premium and paid content I did.
This means moving your focus from your core TV channel to digital platforms such as YouTube and your own Sky app. “The monetization of linear and linear television as categories has declined dramatically,” warns Rhodes.
One of his major challenges in transformation is to convince the 750 staff members from London to Beijing that their future lies in Sky News’ vision of the future, not the past of analog television. It brings clean-up changes to staff from cameramen who provide rolling footage to news channels, as well as presenters and reporters who are used to submit television work.
“If I’m a camera operator who works primarily in foreign countries, how does this affect me?” Rhodes says. “They’re very different from someone in the newsroom who manages their social media accounts.”
Given the urgency of his plans, Comcast guarantees funding to Sky News as part of its 2018 acquisition, with an annual budget of around £100 million, but these commitments will end in 2028 – His work for information and discussion with staff began this month. He held a large “town hall” meeting with London staff, followed by roadshows around various teams. The small group was particularly important for addressing specific concerns about roles, he says.
Sky News Insiders says concerns have been raised about the future of some of these teams, and staff who provide television content to linear channels are worried about their work. Rhodes says the plan is not about cost reductions or unemployment, but there is a recognition that at least many roles need to change within the air.
Rhodes, who named Sky Sky News 2030 beyond the dates that some analysts consider the station’s Cliffedge, says that everything in the newsroom had the same message.
“I talked about adaptation, and we’re watching how we all need to adapt and the message around premium. Is that the first video?” If you’re working on a podcast, what does a podcast look like? What do you think about the video? Is it built for a digital future? ”
In reality, he considers this to be open to his work. “The biggest mistake we can make is if a colleague confuses video with Linear Television. “I’m a TV producer” – no, you’re a producer. (Or) “I’m a digital reporter.” Well, no, you’re a reporter. You may be asked to do that in a variety of ways. ”
He says some of these conversations are “really encouraging” with camera crews asking about new technologies and techniques.
One director told him after the presentation that it was good that the company “holds” fast-paced changes in the industry. “No one is surprised that the industry has experienced a lot of change.
One editor said that others are even more frightening. “This can be difficult.” Analysts also have the same move online as traditional rivals such as CNN, GB News and BBC have been making similar moves online against the world’s biggest high-tech companies. I’m watching a fierce battle for it.
Rhodes can see a variety of digital platforms converging. “Podcasts will look like television and video production, while television and video production will look like podcasts” – a variety of skills and ideas required.
But he also says that some of the industry are too obsessed with predicting the pace of change. Rhodes notes that many podcasts have similar content and are filmed in a similar way to traditional television shows. But the new thing is usually very similar to the old one, but maybe it’s offered in a different way and paid for differently. ”
Rhodes wants to reconstruct Sky News around a series of “vertical” subjects led by its large journalists, including the politics that Beth Rigby has built up a loyal, big supporter and people are willing to pay to see. I think so. Listen to our podcasts and subscribe to our newsletter.
Rhodes acknowledges that several big names are required to fill a schedule based on individual talent and their follow-up.
“There are some building blocks. We’ll need more, and we know that, but it’s an exciting challenge. There are a few things we need. Do we need more. ?absolutely.”
Also known as SkyNews’ longest-service presenters, including business editors Ian King and Kay Burley, who were part of the team that launched the channel in 1989 but announced their decision to leave. With some departures, the need for common names is becoming more serious. month.
“You need character to build these things, but some of the conversations are like this: This will be Sky News 2030 (yes) This will take a minute. How many times will it be It’s going to be that kind of job. Thirty-six years have passed and she (Burley) realizes she is ready to retire.”
Previous owners saw useful leverage with politicians in discussions about regulations or as a marketing tool, but Rhodes said of Comcast: But we want to make money. We talk a lot about being independent. What makes you independent means you can pay in your own way. ”
He says Sky News will remain a “mass brand,” with a “public service aspect,” and always have a free air channel, but it means resources will move to premium content. Broken TV news and live news are less prioritized in the newsroom reorganization. About 30% of Sky News is now “premium” journalism, rather than breaking the television that they want to increase to 70% by 2030.
“I don’t think people will pay for a wide range of propositions at once,” he says. But in it, he adds, “There’s just a community of interest that can be built to return to the masses.”
Audiences also need to be guided to a place where Sky News sees its future. “Everyone expects this to be free,” says Rhodes. You have to believe that what you actually are doing is worth it. What can no one else do? ”
David Rhodes’s Day of Life
0600 I wake up and go run. I have been constant since I was a child. It can be done anywhere – almost. On a trip to North Korea, I had not crossed the boundaries of the Ministry of Foreign Affairs guesthouse – about 200 yards.
Whenever possible, I’ll go to High Street for everything my news agent Maqsood can stock. My wife, Emma, and I, have two teenage boys. Sometimes we even let them read the papers.
In New York, 1300 lunch was important. It’s the only city you want to sit near the front of the restaurant. Currently, Sky has a great headquarters in West London, convenient for Heathrow, but it is not a restaurant. Working through midday meals is a good excuse.
I’m calling in the afternoon. WhatsApp is perfect for business and for “family chat” with kids. But the phone is a dying art. Call someone without an appointment and they think you are reporting a medical emergency. Mid afternoons in the UK are a safe time to call anywhere in the world. I use it.
In the afternoon, there are no ordinary nights in the news business. Emma added that I’m saying I’ve become more sociable as a snapback to Covid. We all feel lucky to be in the world. There are London theatres, food, art, people. But we are always trying to maintain family Sunday night dinner at home. It’s a good reset.
