Digital Directions: The Third Rail
Programs are the domain of editorial (product development) and marketing groups, not technology groups. With a clear delineation between programs and platforms, organizations can avoid the turf battles that often arise surrounding digital media.
It takes much longer to select, integrate and roll out a platform than it does to launch a program on that platform. New platforms require a long lead-time for implementation, on the order of 12 to 24 months. On the other hand, digital media programs need to operate within the tight time frames of the marketplace, with delivery usually within 12 months of conception. Digital programs need to use the platforms that are currently available to them, while providing input to IT staff on their requirements for the next platform.