Producer - Interactive Media
Producers,1 are responsible for identifying and specifying an interactive media product’s high-level requirements or purpose, and ensuring that its business objectives and creative vision are understood and maintained by everyone involved in the project.
This is a senior, client-facing role that requires combinations of expertise in business, management, content, design and technical disciplines. It has a close relationship with the Project Manager2 role, but focuses on the project’s creative requirements rather than the mechanics of running it.
The two roles are often combined, however. The Producer role also frequently overlaps with that of Information Architect3.
Interactive media companies usually prefer to keep the Producer role in-house, so this tends to be a permanently employed position. However, there is a shortage of experienced Producers, so freelance and contract opportunities are still available.
What is the job?
The Producer works initially with the client to identify the product’s intended purpose, objectives and audiences and define the parameters within which it must be designed4.
This will often involve leading workshops and meetings, or conducting interviews, frequently with people at all levels in the client organisation. The Producer then develops conceptual ideas to determine broadly what the product will be.
This is often done in collaboration with other members of the project team, typically through brainstorming sessions. He or she must decide which technologies, tools, formats and creative or technical approaches would be most appropriate to use5, and must document the project requirements in the form of a brief for use by the Information Architect, Designer6 or Developer7.
During design and development of the product, the Producer is responsible for overseeing other team members and specialists, and for ensuring their work is of the required standard and is suitable for its intended purpose.
He or she may also be responsible for overseeing usability testing and ensuring any issues that arise are communicated back to the Information Architect, Designer and Developer. The Producer will usually maintain close contact with the Client throughout the project, although sometimes a separate Account Manager8 or Project Manager may act as the main point of contact.
Typical career routes
There are no typical career routes, but Producers usually work their way up through Designer, Developer or Information Architect roles within the interactive media industry.
Some may enter the role directly from another industry, such as television or publishing – however, a solid understanding of the interactive medium and its production processes is essential.
At least three years’ experience, either in the interactive media industry or in other relevant areas (usually combining creative and technical paths) is typically expected.
Essential knowledge and skills
Producers need to have extremely strong analytical, organisation, communication, presentation and leadership skills.
They need to be diplomatic and comfortable dealing with clients at all levels of seniority, as well as being able to communicate with specialists, and give feedback.
Problem solving skills, technical understanding, creative flair and an ability to conceive original ideas are essential. They must fully appreciate the inter-relations between content, design and technology, and must have a solid understanding of users and usability.
Producers also need to be able to maintain an up-to-date overview of latest technologies, techniques, approaches, best practice and industry thinking.
Project management skills are often useful and sometimes essential. Experience of particular markets or domains is often also an advantage.
Key Skills include:
- good problem solving abilities;
- multi-disciplinary expertise;
- good written, verbal and interpersonal communication;
- good people and client management;
- attention to detail while able to maintain a high-level overview;
- ability to manage time, prioritise tasks and work under pressure;
- knowledge of the requirements of the relevant Health and Safety legislation and procedures.
There are very few specialist qualifications for interactive media Producers, but most will have at least a Bachelor’s Degree and many will have a Master’s Degree.
A good academic foundation is generally useful but most Producers will have picked up the necessary skills through experience. This tends to be valued more highly than specific qualifications, and being able to provide case studies of previous interactive media work is essential.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset’s website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK’s only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
British Interactive Multimedia Association: www.bima.co.uk/
New Media Knowledge: www.nmk.co.uk
E-Consultancy: E-consultancy
A List Apart: www.alistapart.com
PublicationsNew Media Age Magazine - New Media Age
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1 As with most roles in interactive media, actual job titles tend to vary considerably. Examples of titles that are sometimes used with this role include Project Director, Creative Director, Technical Director, Production Manager and Assistant Project Manager, Business Analyst and User Experience Architect.
2 The Project Manager role is about allocating resources to the project, devising and maintaining the schedule and ensuring that key stages and milestones are met on time – in other words, the mechanics of running the project
3 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
4 This aspect of the Producer role is sometimes split out into a separate Business Analyst role.
5 Larger teams or companies may have separate Creative and Technical Directors, but for simplicity I’m wrapping these up with the Producer role for now.
6 The Designer role is about designing the overall look and feel of the product – at it’s simplest this is a case of visually ‘skinning’ the design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged.
7 The Developer role is about creating and building the product, usually using authoring tools (e.g. Director, Flash etc.) and/or scripting or mark-up languages (e.g. JavaScript, ActionScript, Lingo, HTML, CSS etc.), as distinct from a Programmer who tends to be more involved in higher-level coding.
8 The Account Manager role is about maintaining relationships with existing customers, obtaining new business from them and ensuring they receive a high quality of service; by contrast the New Business Developer role is more concerned with generating business from new customers.
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