Dataset resulting from media content analysis on how the adoption of a multi-platform outlook is affecting the diversity of content output in the UK. A comparison was made how the composition of media output has changed over time during the period 2013-2015, and how strategies have moved towards multi-platform delivery. Data for content analysis was collected from eleven case study media organisations across the newspaper and magazine publishing and broadcasting sectors. Media platforms include print, online and mobile. Data were gathered from publicly available online websites, broadcasting schedules, newspaper and magazine printed and digital editions. Coding and analysis was carried out of a sample of content outputs for selected case studies in the broadcasting, newspaper and magazine sectors in spring 2013, 2014 and 2015. The resulting dataset provides a basis for preliminary comparative analysis, across organisations, sectors of the media and time, of how the composition of media content outputs has changed while suppliers of media have migrated towards multi-platform delivery. This project considers aspects of transformations taking place in the media industry as a result of digital convergence and growth of the internet. The study ran from July 2012 to 2015 and was led by PI Professor Gillian Doyle with a team comprising Co-I Professor Philip Schlesinger and RA Dr Katherine Champion at CCPR, University of Glasgow. It set out to analyse the recent migration of media businesses towards diversified digital distribution and multi-platform growth strategies and the impact this has had on economic efficiency, the organisation of production, and on the nature and diversity of content. What challenges are faced by public policy? Using key a multiple case study approach, the investigation covered the following: economic opportunities and advantages created by multi-platform expansion the role of convergent digital technologies and the internet in encouraging such strategies the impact of multi-platform on production of media content and on diversity and pluralism implications for public policy and regulation.

Data was collected from eight case study media organisations drawn from newspaper and magazine publishing and broadcasting. Selected content bundles (a newspaper/ magazine title or broadcasting channel) from case study organisations were explored which included two newspaper titles, The Financial Times and The Telegraph; three broadcast channels, BBC One, MTV, STV; and three magazine titles, Elle UK, T3 and NME. Three further case studies Total Film (Future Publishing), BBC Three and ITV (were added in phase two and phase three (conducted in springs 2014 and 2015) for reasons relating to the wider project, namely relating to issues around access for the collection of interview data. The analysis focused on the programme/ story-type diversity or the range of different shows or stories available. For the purposes of manageability, selected categories or genres of content were primarily focused on, for example ‘celebrity’ from Elle UK and ‘UK companies’ from The Financial Times. All content published, during the chosen periods/parameters, across selected platforms (print, online and mobile) was recorded in an excel spreadsheet. In order to categorise content within the print case studies, story type codes were ascribed. In print, a story value was ascribed linked to the length of the article and the presence or absence of particular features (for example photos or video). In relation to broadcasting, a programme value was attributed based on the length of the programme in the linear or on-demand transmission or in relation to the presence or absence of particular features on the ancillary website.