BBC Academy Spotlights Product Manager

Broadcast professionals are stepping into the spotlight with news that the role of Product Manager is gaining prominence in industry and media companies in the UK.
The BBC Academy has published a specially-commissioned report The State Of Product Management 2010 and is also announcing a Product Management Development Programme as a key part of its training for BBC staff.
The Academy's report, which has drawn on specific BBC projects and consulted companies such as Channel 4 Television, the New York Times, the Financial Times, Guardian News & Media, YouTube, Huddle and Mobile IQ, looks at the role of the product manager in the creation of successful digital products and services.
The report defines the role as "a multi-disciplined person who operates at the intersection of technology, design, editorial and commercial and is able to bring all these elements together", as well as someone who has a keen understanding of the audiences, stakeholders and users.
Well-established in the US - and particularly Silicon Valley - as a highly effective business practice, the report identifies a noticeable skills gap in the UK and also notes that the role and responsibilities of a Product Manager are not as well defined here as in the US.
While UK companies are increasingly raising the role to the top table, the report states that there is little consistency in job description or use of common terminology and processes.
Erik Huggers, Director of the BBC's Future Media & Technology, has structured his division around the Product Management model.
Erik said: "Product Management is integral to the success of many digital products and services that have become part of our daily lives.
"It's the right time for BBC as an industry leader to change its way of working, and the BBC Academy training course is designed to give staff the understanding of product management they'll need, as well as the skills to equip them to deliver."
To underpin the growth in Product Management across the media industry, the Academy has just launched a comprehensive development programme for staff. The programme equips participants with an overview of the requisite role, key skills and knowledge.
"It also encourages participants to identify the next steps in their own development. Following the first module, The Product Management Foundation course, participants select future training modules depending on their own individual needs.
Andy Wilson, Head of the BBC's Centre of Technology, said: "Product Management is changing the way the BBC develops services and training will be key to that transformation.
"Developing world-class product managers that can deliver services like the BBC iPlayer is vital to any media organisation in the digital world."
(BMcC/GK)