Question 1
Adaptors and innovators.
Innovators are simply people who are more creative and spend most of their time on experimentation with different ideas. These ideas may or may not be solely based on profits and can to some extent disrupt the normal business functioning. The main aim of an innovator is to try and prove new products and theories which can be useful to any business. An adaptor on the other hand does not have the creative capabilities of an innovator but have very unique skills such as socialization and presentation and basically higher common sense when it comes to the business world (Listman, 2016).
The two terms are in some way interconnected since their basis is on two assumptions. The first is that they are as a result of the functioning of the brain and secondly is that the idea of being creative and able to solve problems is universal. It can thus be stated that the adaption and innovation theory is primarily concerned with the diversity in thinking across the globe with the main concern creativity, problem solving and decision making (Kirton, 1984). Therefore the notion of adaptors and innovators is a very important aspect in the creativity context because of the implication on a changing work environment.
Question 2
The creative output, organizing form and engagement of BBC with other businesses.
The creative output behind BBC is mainly through the programs attracting a huge fan base.BBC worldwide has been regarded as the largest television producer around the globe. Some of the programs include BBC natural history and the BBC showcase. More to than, BBC offers factual programs such as TOP gear which has been described as the most viewed factual program. Furthermore, it offers natural history programs that attract this huge fan base. All these programs are uniquely captured through the lens of a camera creating a special output.
The BBC is an establishment under the royal Charter and is governed by a board .The main responsibility of the board is to ensure that the mission statement as in the charter is followed to the letter. It sets unique creative direction for the company. Under the board is the executive committee and subsequently the media regulators. (BBC, 2017)
On the aspect of engagements with other creative firms, the BBC has partnered with the Arts council of England to bring about the merging of different organizations of cultural background. The main aim is to enforce the United Kingdom’s position as a creative force. The BBC has played a big role in this engagement by ensuring that there are cultural leads in their major offices.
Question 3
Digital convergence and its role in the shift on service delivery
Digital convergence is an evolving technology whose main function is the coming together of previously separate technologies. It has been described as the merging of digital technologies characteristics which can include sounds, videos, pictures, streaming media, global connectivity etc. into a simple computer generated communication system. The foundation of this is the internet and the ability of human beings to access it through various technologies.
Technological convergence has brought about changes in the consumption and production of the content in television (nissen, 2006).The technology can ensure that separate services are delivered at the same time. The services can be broadcasting, press and internet journalism, the core of the BBC.This, in its context ensures that the services that are produced by the BBC are delivered in a very efficient manner.
The providers have an overlap in their service delivery, with online and highly demanded services and even the newspapers and magazines having an online version. This has increased the fan base by doing away with some hassle associated with the non-converged system.
Question 4
Benefits and challenges of digital convergence.
For every developing technology there is usually the pros and cons that come along. For digital convergence, some of the benefits are:
To begin with, there is a reduction in the cost of ownership. This is concerning the digital management system since most companies have an information technology mandated with the management of internal documents. These costs may be humongous and through the mechanism, the costs can be distributed across a diverse fan base.
Secondly, there is an increase in the security regarding information. This is mainly because the information going out and coming into the company has been compressed and can be easily monitored.
There is a reduction in the storage costs. This is because information to be distributed and stored can be humongous and by converging all this information, there is an associated reduction in the volume subsequently reducing the storage costs.
Furthermore, there is an increase in the efficiency at the workplace. The documents can be easily located and retrieved reducing the time taken in obtaining information.
The assurance of business continuity. This is particular when documents are destroyed from one device. The same documents can be easily retrieved through connection to the internet provided the person accessing it has the right credentials. Furthermore, work can be done from anywhere, not necessarily the office
Finally, digital convergence has an influence on the everyday telecommunication needs. This technology has converged different communication programs such as internet T.V, telephony and other general internet services. This, in turn has eased up the communication sector.
The challenges of Digital convergence are:
The technology has given the consumer the upper hand in dealing with the programs and channels. This is because this system has increased the number of media channels available to the consumer shifting the conventional system of how they communicate
Secondly, there is the requirement of an increase in digital communication. This is because of the range of channels and data that can be delivered. In turn, it is required that clients, agencies and technology providers work together to manage data effectively.
A change in the client/supplier relationship. The clients have to look to the suppliers to help them navigate through the digital technology. This challenge posed by the client is also a challenge to the supplier since they have to keep ahead through innovation and have to communicate this expertise to the client
Question 5
Recommendations to the BBC to ensure growth and continuation.
To begin with, the film, TV, radio and photography can ensure proper service delivery by continuous engagement with the consumers. Though time consuming and to some extent might be expensive, with digital convergence, this might ensure that loyal customers stay loyal. With the fan base that BBC has, this might prevent an unnecessary reduction.
The consumer is always right. In regards to this, the subsector can increase the diversity of the products distributed to the consumers. This is because the consumers have specific needs and wants from the provider. This in turn might ensure the continued growth of the business entity
A further improvement would be on the infrastructure surrounding this subsector. All the systems that run any subsector have been built on some infrastructure. Continuously upgrading this infrastructure with changing environments will lead to growth and development.


BBC, 2017. Inside the bbc. [Online]
Available at:
[Accessed 26 Aug 2017].
InnovationTools, 2013. Photography:the art of seeing. [Online]
Available at:
[Accessed 26 Aug 2017].
Kirton, M. J., 1984. Adaptors and innovators-why new initiatives get blocked. Long range planning, 17(2).
Listman, K., 2016. Innovators and Adaptors. [Online]
Available at:
[Accessed 26 Aug 2017].
nissen, C. S., 2006. Public service media in the information society. Strasbourg: s.n.