Citation
(2003), "Channel 4 tunes in to strategic-planning skills", Industrial and Commercial Training, Vol. 35 No. 6. https://doi.org/10.1108/ict.2003.03735fab.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2003, MCB UP Limited
Channel 4 tunes in to strategic-planning skills
Channel 4 tunes in to strategic-planning skills
A five-day pilot programme has been run on strategic-planning-skills development for the UK's Channel 4 Television.
The programme ran for ten participants, including three business strategists from the core channel and seven heads of department and managers from subsidiaries of Channel4's commercial arm, 4Ventures. It covered strategic planning, implementation, analytical and creative-thinking techniques, leadership, corporate culture, change management and financial decision making.
"In the past, strategy has been the sole domain of directors and heads of department", said Alison MacMillan, Channel 4 management-development adviser. "We need to cascade it down so that more people take a more strategic approach. That is how we shall maintain our distinctive media brand and ensure that Channel 4 remains innovative and relevant in the future."
She added: "We worked closely with Roffey Park to fine-tune the programme content. Other providers often have very fixed ideas and rigid arrangements, but Roffey was keen to work with us to ensure that we achieved a satisfactory outcome".
Following the programme, Roffey Park ran one-on-one surgeries with each participant – effectively a personalized 90-minute coaching session.
"The one-on-one sessions worked very well", said Alison MacMillan. "The participants really valued the individual time and the opportunity to discuss their specific issues."
Roffey Park then facilitated two half-day final sessions – one for the strategy team and a separate one for the commercial team. The strategy group considered practical ways that it could work with other departments and, at the same time, help to drive corporate strategy. Team members also examined their role as internal consultants.
The commercial group considered the scenario of what TV would look like in 2010. Team members applied the analytical tools they had learned on the programme and explored the future business challenges for 4Ventures.
Alec McPhedran, Channel 4's head of training and talent development, said: "This has been a substantial investment in developing our senior managers within the channel. Roffey Park worked hard to meet our sometimes-very-challenging needs and demands. A lot of time, effort and support have gone into this programme and we now aim to carry out a post-learning evaluation to see if it has moved the channel forward".