Read the following Web Based Case attached below and answer …
Read the following Web Based Case attached below and answer all questions which mentioned in the case. BBC DIGITAL MEDIA INITIATIVE REVISITED Write minimum 2 pages in APA format and the with at least 3 references. No plagiarism. On time delivery. Purchase the answer to view it
Answer
The BBC Digital Media Initiative (DMI) was a project initiated by the British Broadcasting Corporation (BBC) in 2008 with the objective of digitizing its vast television and radio archives, as well as introducing a new production and distribution system. The case study highlights the issues faced by the DMI project, the reasons behind its failure and the subsequent revival of the initiative.
The DMI project was originally expected to be completed by 2011 and was estimated to cost around £81 million. However, it faced numerous challenges and setbacks, leading to its suspension in 2013 after an expenditure of £98.4 million. The main issues identified in the case study include poor project management, inadequate technical specifications, lack of stakeholder involvement, and cultural resistance to change.
One of the key issues faced by the DMI project was poor project management. The case study indicates that the BBC lacked experienced project managers who could effectively oversee such a complex and large-scale initiative. This resulted in a failure to define clear project goals, establish a feasible timeline, and effectively manage project resources. As a result, the project faced significant delays and cost overruns, ultimately leading to its suspension.
Another challenge faced by the DMI project was the lack of adequate technical specifications. The case study highlights that the BBC failed to clearly define the technical requirements and specifications for the new production and distribution system. This led to difficulties in selecting and implementing the appropriate technology, resulting in compatibility issues and performance problems.
In addition, the case study suggests that the DMI project lacked meaningful stakeholder involvement. The project was primarily driven by the BBC’s technology department, without sufficient input and involvement from other departments and content producers. This lack of collaboration and communication resulted in a misalignment of objectives and a failure to address the needs and requirements of key stakeholders, such as content creators and editors.
Furthermore, the case study points to cultural resistance to change as a significant barrier to the success of the DMI project. The BBC has a long history and a distinct organizational culture, which may have hindered the adoption of new digital technologies and practices. Resistance to change from employees and stakeholders, including concerns over job security and the perceived impact on the traditional broadcast model, may have impeded the successful implementation and acceptance of the DMI initiative.
Despite the failure of the original DMI project, the BBC took steps to revive the initiative and learn from its mistakes. The case study highlights the establishment of a new governance structure, with greater involvement from content producers and clearer accountability. Furthermore, the BBC adopted an agile development approach and focused on smaller, more manageable projects to deliver incremental improvements. These changes demonstrate the BBC’s commitment to addressing the issues identified and ensuring the success of the revised DMI initiative.
In conclusion, the BBC Digital Media Initiative (DMI) faced numerous challenges and setbacks, ultimately resulting in its suspension. Poor project management, inadequate technical specifications, lack of stakeholder involvement, and cultural resistance to change were identified as key issues. However, the BBC took steps to learn from its mistakes and revive the initiative, demonstrating its commitment to the digitization of its media assets and the adoption of new production and distribution practices.