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Digital Signposts: The Democratization of Content

Distributing the power of channel communications creation

Traditionally, the creation and distribution of content within the enterprise has been the domain of a small, specialized group of employees. It can be the human resources group creating company-wide information updates and reminders, public relations staff developing news releases and background briefings, or the CEO’s communications specialists producing a video town hall or strategy position paper. Until now, this top-down approach has been the entrenched model for conveying and dispensing content within organizations. In addition, it is often applied to more complex multimedia content that requires highly specialized teams of editorial and production experts to execute while other departments are relegated to communicate with staff through e-mail without the use of multimedia tools. This may be due to lack of expertise, budget allocations, or simply not knowing how to start.

The concept of visual communications channels disrupts this model entirely. Instead of a top-down approach, highly complex and refined communications can now flow in any direction thanks to a quick and easy channel creation process. With minimal training, any employee can now build a channel that leverages both rich media and the ability to pull live visualized data. Onboard templates and objects help ensure that the channel’s look and feel is delivered consistently while serving as a guide to providing specific channel functionalities. Objects aimed at driving interactivity, collaboration, video streaming, and other possibilities can also be added to the channel in order to meet today’s dynamic business and communications objectives easily. 

As a result, the production of sophisticated content channels and their distribution are within the reach of all stakeholders. Employees working on team projects can create a dedicated channel to share within the group while simple PowerPoint presentations can be elevated to media-rich experiences by pulling live data, social media content, and industry news. Channels are creating the ultimate democratization of enterprise communications—enabling a more collaborative workplace and a richer, more engaging exchange of ideas.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a Barco company. X2O Media is a leading software developer of real-time visual communications solutions that significantly improve communications throughout the enterprise. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at

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