Navigating the Media Industry - Amy Ruffhead

Tell us a bit about yourself. Where are you currently working and what is your role?

Hi, I'm Amy and I have recently started an apprenticeship with Channel 4 and Multiverse, training for the Level 3 Digital Marketing qualification. At Channel 4 I work within the Product Team and more specifically on growth within Channel 4's online streaming service All 4. 

For any of our readers who might not know, can you tell us a bit more about the industry you work in and the part your organisation plays in it?

Channel 4 is part of the media industry and was created to be a disruptive and innovative force in UK broadcasting - everything Channel 4 does is governed by a public service remit. Channel 4 works within the media industry to create change and does this by 'Championing unheard voices', 'Being innovative and taking bold, creative risks' and 'Standing up for diversity across the UK'.

Tell us a bit about the route to your career in the media industry. 

After doing some research into other opportunities after A-Levels, rather than the traditional route of University, I came across companies like Channel 4, BBC and ITV who offered apprenticeships at varying levels and in multiple departments. I was studying Media A-Level at the time and really enjoyed learning about the broadcasting/ media industries which lead me to apply and has got me where I am today!

Currently, what are the most topical and pressing industry trends that are important to you and your role? 

The most topical industry trend at the moment has to be the rise of streaming services - particularly in the last 18 months during the Pandemic. Media consumption has changed as more people have stayed at home, causing viewing habits to change, for example, an article I read recently stated that 69% of US consumers were subscribed to at least one streaming service, with new show releases on platforms like Netflix and Channel 4 breaking viewing records. My role sits within the All 4 and All 4+ teams which focuses on retaining these audiences/ convincing new subscribers to consume the content available. 

How has innovation played a part in the industry you’re currently part of? 

A big part of the media industry is innovation - it's important to be aware of the latest trends and topical issues that are circulating and how they are benefiting or hindering other companies. Within this industry audience and data insights drive innovation, as well as advances in technology, that can give the consumer a better user experience and enhance the design of a streaming platform such as All 4.  

How do you keep up to date with industry trends? Do you take part in networking with others from different organisations?

I keep up to date with industry trends by finding out what other companies are doing through their various communications, such as, social media and email. I also attend audience insight sessions and network through platforms like LinkedIn. Also, I regularly read articles and the news to keep up to date with different trends, particularly as the media/ broadcasting sector can be very fast paced!