Cabinet Office
PC-based web browsers are only one way of accessing online information. Local authorities should be considering ways in which they can use other electronic channels such as interactive digital television (DiTV), kiosks and mobile phones. Detailed guidance on issues around using a mix of channels and developing a channels strategy is found in Framework for Channel Strategies: delivering government services in the new economy:
http://www.govtalk.gov.uk/documents/channels.pdf [external link]
Critical to local authorities developing an effective channel strategy is understanding their customers needs. To achieve the latter requires you to research your audiences. This includes addressing questions such as: What media do your different audiences prefer to use? What information are they seeking? How should your counters, call centres, faxback, kiosks and conventional media be working together to achieve your communication and service delivery aims?
It should also be noted that other electronic channels such as DiTV and mobiles will not be able to carry exactly the same information as your website, and it is likely that you will need to redesign and rewrite material for each of these media and the people who use them. You may need to recruit or train people to produce, judge or re-purpose content for these different media and audiences.
To utilise these technologies, it might also be more cost-effective for local authorities to form partnerships with other local authorities or public sector agencies.
An example of a “joined-up” Government initiative is the Office of the e-Envoy’s UK online DiTV service. Launched in April 2002, it is currently provided over the BSkyB Satellite platform, whilst work is in progress to extend the service across all available platforms. The vision of the UK online DiTV service is for it to be a single point of access for central and local Government content. In July 2002 Suffolk launched its DiTV service, which is accessed through UK online. The OeE is in talks with other local authorities and government departments for them to do the same. There are a number of benefits, including financial benefits, in partnering with the OeE. UK online also holds the Government's Independent Television Commission (ITC) broadcasting licence, which is essential if you wish to be on the Sky platform. The Office of the Deputy Prime Minister is also supporting a National Project for local authorities on DiTV including a starter kit and “how to” guide.
Framework for Channel Strategies: delivering government services in the new economy advises on how to develop a channel strategy that makes best use of the Web alongside DiTV, kiosks, mobile devices, telephone, digital radio, post, and other traditional channels:
http://www.govtalk.gov.uk/documents/channels.pdf [external link]
The Guidelines for UK government websites: Illustrated handbook for web management teams provides the following relevant advice at:
For further information on the UK online DiTV service, including information on best practice send an email to:
Information on the Office of the Deputy Prime Minister’s DiTV National Project is available from:
http://www.localegov.gov.uk [external link]
The SomersetOnLine portal and Digital TV project is another Pathfinder project. Information is available from:
http://www.lgolpathfinder.gov.uk/en/1/pathsomerset.html [external link]
The Suffolk/Ipswich/Babergh Pathfinder Project is developing digital TV channels for service delivery and on-street interactive kiosks.