RTÉ has today announced the launch of a new division that will have responsibility for leading the broadcaster’s overall digital strategy.
A central part of this strategy, according to RTÉ, is to ensure that its content is available wherever and whenever the audience requires.
RTÉ said the new division, RTÉ Digital, will pull together the collective digital expertise of the organization to bring high-quality content and services to Irish and international audiences across a range of platforms, devices, and markets.
“The new digital division will bring RTÉ’s content to new audiences in different ways and anticipate the future needs of our users,” says Múirne Laffan, managing director, RTÉ Digital. “Whether our audiences want to connect with us on mobile, IPTV, desktop, connected TVs, notebook or on gaming devices, our strategy is to ensure RTÉ content is accessible on whatever device, and everywhere.”
RTÉ said the division’s key priorities are to meet the needs of audiences now and in the future through innovation and technology, engagement with social media, and by playing an active role within the digital economy. It will also seek to develop partnerships with industry-leading companies and organizations, in the areas of technology, design, device manufacture and content provision.
The organization said that, in line with its public service objectives and commercial trading obligations, RTÉ Digital would also manage and implement a new e-commerce and merchandising strategy to grow revenue. Central to this will be the development of premium on-demand services, digital merchandising and new mobile services.
Also, the national resource of RTÉ Libraries and Archives will be consolidated within RTÉ Digital, and public access to the video and audio archives will be prioritized through digital means.
The new division replaces RTÉ Publishing and has been formed through internal re-organization. There has been a rise in the number of Irish tech start-ups which is welcomed news.