Content creators are only becoming increasingly influential, and are able to access young audiences – an audience which public media traditionally finds very difficult to reach. So is there an opportunity for public media to work with content creators in mutually beneficial exchanges?

In this episode, we look at two programmes being run by broadcasters where they are collaborating with content creators: the ABC and the BBC. And we look from both sides – the side of the public broadcaster, and the side of the content creator, to understand the benefits that such programmes could provide. We also speak to UNESCO about how they've been surveying content creators to find out their competencies. And with such programmes already underway, we discuss with one academic why public media needs to be particularly cautious about collaborating with news influencers.

LINKS: 

ABC Creator Program

Adwoa and Solomon Instagram account

BBC Creator Lab

UNESCO survey of content creators

UNESCO content creators online training programme

Presenter: Harry Lock. Producer: Jamie Tahana. Guests: Adeline Hulin (UNESCO), Adwoa and Solomon (Adeche), Daniel Ahern (ABC), Dr Kelly Fincham (University of Galway). Special thanks: Kristian Porter (PMA). Music: Rachel Still, Lucas Thompson, Tom Brazier.