The Independent Media Agencies of Australia (IMAA) has launched Television101 (TV101), the first of its deep dive, channel-specific learning modules as part of the IMAA Academy.
The IMAA Academy, launched in March, aims to educate on the foundations of media, to upskill staff and attract new talent to the independent media agency sector.
TV101 is the first of seven “deep dives” into media channels, with courses on cinema, out-of-home, audio, publishing and news, regional and digital to come later this year.
The TV101 online learning course was created in partnership with ThinkTV and television broadcasters with the content divided over two modules - Certificate I and Certificate II, covering the broader TV landscape, fundamentals of planning, buying, and booking a Total TV campaign, and measuring success.
Registered users will also have access to an educational podcast on TV and video, with tips and advice on how to plan and buy TV from leaders in the industry.
The TV101 module follows the release of the academy’s Media101 coursein March, which attracted more than 350 participants from independent media agencies, their clients and IMAA media partners.
ThinkTV CEO, Kim Portrate said the TV101 module offered users a chance to explore and understand Australia’s TV landscape.
“TV is part of the fabric of Australian life with 16.8 million Australians choosing to watch their favourite programs in any given week. This makes Total TV a huge opportunity for advertisers to reach their customers,” said Portrate.
“To get the best from today’s TV it’s critical that media planners and buyers get the opportunity to understand how successful TV campaigns are planned, bought and delivered to drive results for their clients.
“This module has been designed by TV industry experts, for the industry, with a focus on strategy, planning, processes and timelines for buying, measurement tools, and a thorough examination of the current TV landscape in Australia.
“I’m confident users that complete the module will have the skills to successfully execute future TV advertising campaigns.”
IMAA CEO, Sam Buchanan, said the industry body are “absolutely thrilled” to launch the first of its dedicated channel ‘deep dive’ learning modules.
“It’s an opportunity for independent media agency employees, media partners, students and clients to get a holistic understanding of Australia’s TV landscape from people who intimately know the market, including the recent announcement of VOZ measurement,” said Buchanan.
“The IMAA Academy has been designed to address the skills and training issues facing our industry – these deep dive modules aim to upskill current agency staff by offering them further training in all facets of the media industry, while also attracting new talent keen to learn.
“We anticipate that this important educational initiative will become a vital part of the media industry’s education and training space.”
The IMAA Academy syllabus includes eight e-learning media course modules, rolled out every six weeks, along with videos and podcasts featuring industry leaders and channel specialists. Each of the modules is IMAA-certified, with participants receiving a course badge once they successfully complete an exam for each course.
Participants can access the TV101 learning module via the IMAA Academy’s training package, which includes access to all media course modules and Business in a Box – a training subscription offering 21 additional courses - or via individual module sign-up.
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