Rupert Murdoch's Digital Agenda
News Corporation is converging text, audio, television, and animation to become the first fully globalised, integrated media consortium. The company is switching its emphasis from newspapers, which provided the launching pad for Chief Executive Rupert Murdoch, half a century ago, to new media. In doing so, News hopes to secure profits by addressing new ways in which news is created by and for younger audiences. Murdoch sees this process as capturing "digital natives". This paper considers News Annual reports, speeches and news releases and conisers them in the context of the corporation's history and expansion. It discusses Murdoch's ideas about selling cultural packages, rather than just making news.
Keywords: Internet, Broadband, Journalism, Murdoch
Prof Alan Knight
Professor, Chair of Journalism & Media Studies, Central Queensland University
Before becoming an academic, Dr Knight was a reporter, a ministerial public relations staffer, and an Executive Producer responsible for budgeted program production, casual employees and staff supervision. He began his journalism career in 1973 as Brisbane correspondent for the ferret, the Nation Review, before working for Queensland Newspapers, AAP, the ABC and in 1997, Radio Television Hong Kong. He became an academic in 1990 at the University of Technology, Sydney, where the Vice Chancellor appointed him Director of the Australian Centre for Independent Journalism in 1992. He was appointed a Board Member of the ACIJ this year.