Abstract
The content and design of web sites is generally a reflection of the primary functions of an organisation. There is a particular look and feel as well as primary content difference between university web sites, corporate web sites and government web sites. What happens to an organisation that has key features of all three?
The Australian Film Television and Radio School is a unique organisation in Australia. It is not a university and yet it issues postgraduate degrees, it is not a commercial or government production house yet it is one of the largest producers of short film in Australia. It has most of its physical facilities in Sydney but has a presence and runs courses in all States. It has a well-established international reputation but it is less well known in Australia. The purpose of this paper is to outline some of the methods that have been used to try to deal with this diversity and some of the plans for the future.
Introduction
The AFTRS online initiatives expand the national and international presence that has already been established by AFTRS graduates and their productions. The first contact for many potential students is now through the web site. Industry representatives will locate information on short courses online, and students from all around the world search the AFTRS Library databases.
The convergence of digital and film technologies has led to a crucial role for online. This will not replace the vital role of professional education with industry standard facilities provided by AFTRS on site, but it will enhance the reach and impact of what can be done as well as providing students with an understanding and involvement in new media.
The introduction of digital equipment into program making provides students with the capacity as well as the imperative to use the web environment.
The AFTRS online environment
The AFTRS has two online sites (AFTRS internet and the AFTRS intranet). The Library web site is also a SILO attached to the main web site. Online learning and the Global Film School* are also in the development phase. *An online cooperative project with the National Film and Television School, London, and the UCLA School of Theater Film and Television, Los Angeles.
The present objectives are:
Intended audiences for the site:
There are always more applicants than places for the full-time program so the objective is to recruit the best pool of possible students rather than to just fill a quota. AFTRS is not allowed (by Act of Parliament) to take international fee paying students and so is unlike most other Australian tertiary institutions in that regard.
Current and prospective stakeholders in the AFTRS and the web site:
Main features of the site:
A direction based on the corporate strategies of the AFTRS
As an organisation, the AFTRS has devised corporate strategies to guide all of its activities.
If we align the objectives of the web site closely to the corporate strategies of the school the potential of the online environment to meet those strategies is clear.
Each of the strategies is linked to what the web site currently does and what it might do in the future. The aim is to organise content, then consider navigation and design.
Strategy 1
Prepare students and industry practitioners to the highest creative and technical standards for work in the film and broadcasting industries.
PRESENT
FUTURE
Strategy 2
Encourage experimentation, innovation and excellence in screen and broadcasting production
PRESENT
FUTURE
Strategy 3
Provide national access to education and training programs and resource materials
PRESENT
FUTURE
Strategy 4
Foster a close collaboration with industry to ensure ongoing recognition of changing needs.
PRESENT
FUTURE
Strategy 5
Strengthen an international profile to further AFTRS education objectives, raise the profile to further AFTRS education objectives, raise the profile and employability of Australian program makers and aid the dissemination of Australian culture.
PRESENT
FUTURE
Strategy 6
Conduct and encourage research into film and broadcasting production especially where relevant to education and training issues.
PRESENT
FUTURE
Strategy 7
Optimise the use of resources.
PRESENT
FUTURE
Priorities based on corporate strategy of the AFTRS
After matching the corporate strategy of the AFTRS with present and future needs the following development work has been identified for the web site.
|
TASK |
RESOURCES NEEDED |
|
Upgrade the security of the web site |
New server. Bring the State offices under same security standards as Sydney |
|
Put key forms online |
Form(s) for detailed enquiries Short course applications |
|
Develop an online shop |
Prototype being tested |
|
About us |
Navigation and additional information |
|
For graduation |
Need students to complete information in a database rather than a word document |
|
Sponsors page |
Develop a page that acknowledges the key sponsors of the AFTRS |
|
Online learning |
Develop online learning to complement short courses and the full-time program |
Conclusion
The AFTRS web site has been developed with a view to being as inclusive and comprehensive as possible. This has produced some complexity of navigation that is being reviewed but has also lead to a diversity of content and style.
The next challenge will be to develop online learning that suits the unique purposes of the AFTRS
References
Ramsay,G. (2000)?Online Action Plan AFTRS Web site AFTRS, North Ryde
Hypertext References
http://www.globalfilmschool.com/
Copyright
Grahame Ramsay, © 2001. The authors assign to Southern Cross University and other educational and non-profit institutions a non-exclusive licence to use this document for personal use and in courses of instruction provided that the article is used in full and this copyright statement is reproduced. The authors also grant a non-exclusive licence to Southern Cross University to publish this document in full on the World Wide Web and on CD-ROM and in printed form with the conference papers and for the document to be published on mirrors on the World Wide Web.