GLAD 20 YEARS - Flipbook - Page 48
Digital
New World
In order to preserve presence as well as freedom of expression in the media picture for Glad’s
employees with special needs further to being present in the right for a, it was important for Glad
Foundation to keep up with digital development, which at this point soared forward.
In the summer of 2013, newly arrived media boss Hanne Jensen attended the annual Copen
hagen TV Festival, which points to trends in the media business, this year under the theme ‘Embrace
the Change.’
“I had only been around for a few months, but long enough to understand that if we wanted to
hang in there, we had to change a lot of processes there end then. Local TV was losing ground, and
as our only banner for attracting attention to the target group’s conditions, our purpose would lose
interest. Luckily, digital development offered fast, accessible and hugely exciting opportunities, so it
wasn’t a sad reality as such,” says Hanne Jensen.
From then on, Glad quickly developed a digital strategy, which included new digital and social
platforms where TV-Glad could broadcast. A social media manager was hired and gathered all
Facebook-pages into one. The collective spirit was strengthened considerably when all TV-Glad
‘s departments started producing within one and the same frame, and new platforms sprung up.
Staff learnt to produce content to Instagram and Snapchat, which might have been something of
a challenge, but turned out to be a terrific tool:
“The new platforms presented our colleagues with the opportunity to deliver on the spot,
without a long production process. They felt good about the short span between production and
posting and seeing the result of their efforts almost immediately. In my opinion all our media are
highly professional,” explains web editor and TV leading editor Nathalie Bitton.
Social media editor Lotte Horup adds: “The social media constitute a unique opportunity to hold a
dialogue with our target group, create communities, engage in ongoing debates as well as partner
with likeminded organisations in distributing and sharing relevant content.”
Further to various social media platforms, in 2016 www.tv-glad.dk was launched, gathering
TV-Glad’s TV, radio and animated productions. The site now encompasses a variety of opportunities
for journalistic expression within many genres like video, articles, editorials and columns, animation
and photos.
“I am proud that we contribute to giving people with special needs something we all need, i.e. a
voice and opportunity to express themselves. I also note that more people realise what we do, and
how authentic, unique and pure it is – so I am optimistic about the future,” Nathalie Bitton concludes.
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