Digital Media Producer: Job Description and Requirements

Digital media producers coordinate and manage the creation of content for digital formats, such as DVDs, as well as for distribution via the Internet. Digital media production encompasses a variety of industries, including journalism, advertising and entertainment.

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Job Description for Digital Media Producers

Digital media producers supervise the creation of digital content from concept through to delivery. Similar to film, television and news producers, digital media producers hire artists and technicians, oversee idea development and manage financial decisions to bring a project to fruition. Mass communications companies increasingly employ digital media producers to deliver digital versions of their content online. Producers at Internet-based companies create unique audio, visual and text content, such as blogs and online games, for Web-based publication and distribution. Other digital producers oversee the creation of DVDs, training materials, marketing presentations and podcasts.

The duties of a digital media producer vary by industry. For example, a digital producer at a news organization may develop blog ideas for the company's website, and oversee both in-house writers and freelancers to create a regular series of articles. Marketing departments and advertising agencies utilize digital media producers to create Web-based campaigns and manage social media presences. The U.S. Bureau of Labor Statistics (BLS) reported that jobs for producers and directors are projected to increase 11% from 2010-2020 (www.bls.gov). In May 2012, the BLS reported a median annual salary of $71,350 for these workers.

Requirements for Digital Media Producers

Digital media producers must combine good communications skills with technical knowledge. Completing an associate's or bachelor's degree program in media arts, communications, broadcast journalism, film/television production or other related field can provide the foundation for entry-level work. Coursework should cover interactive Web design concepts and knowledge of popular programming languages and Web platforms, such as HTML, CSS, Java and Flash.

Additional coursework can provide more in-depth knowledge specific to an industry. For example, an online game producer oversees the work of digital artists and software programmers, and may benefit from courses in graphic art, interactive design and a programming language, such as C++. Those producing audio/visual content should supplement courses in basic production techniques with knowledge of different encoding and compression formats for Web publication.

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