Creativity and Innovation


Creativity is about having the ability to produce or bring into existence something new and fresh using your imaginative skills. It can be coming up with a solution to a problem, composing a new song of brainstorming new ideas. Creativity is defined as new and useful.

Creativity sparks when you can see things that people can see whilst creating connections that others can’t. It is all about the journey from the known to the unknown (Okpara, F 2007). Creativity stresses the significance of originality of an idea (Key Concepts) However, it is not only about developing an original idea as decisions on marketing strategies, packaging and designing also involves creativity (Zotto, CD & Kranenburg, HV 2008).


Innovation is known to be the primary source that contributes to long run economic growth and development (Hartley, J 2013). Innovation means the introduction of something brand new into the socioeconomic system (Tanja &Arne). Innovation is about perfecting an existing product or process by adding a new touch to it. It is to make something work better than usual to satisfy different requirements.

Innovation is the successful utilisation of new ideas from creativity (Okpara, F 2007). Innovation can be constructed through existing technologies and common products. An innovation takes place when existing knowledge is applied in new contexts that lead to innovative possibilities (Storsul, T & Krumsik, A 2013).


When we discuss about the two terms, creativity and innovation, the first word that people would relate to is entrepreneurship. Yes, most of you can agree that innovation is basically a tool of entrepreneurship. Also, creativity is a necessity in both innovation and entrepreneurship.

“ All innovation begins with creative ideas.” — Dr Friday O. Okpara

Creativity is important as the minds of individuals were involved in creative thinking for the delivery of the products of today. Some of the well-known individuals are: Bill Gate (computer) and Michael Faraday (electricity). The list is never ending. Creativity is the key to solving the needs of essential products and services for people around the world. Entrepreneur inclines to original ideas to develop new products, markets or processes by taking daring creative steps that encourages creativity (Okpara, F 2007).

“Entrepreneurial activity depends on the process of innovation following creativity, not on creativity alone.”- Dr Friday O. Okpara

Successful business demands a continuous innovation. It is about being able to look for connections and insights of a product or services that is required by customers. Entrepreneur who are very successful highly value talents as wealth comes from innovation. Creativity is said to be the foundation of innovation.


Creativity plays a very crucial role in the media industry as creativity lies at the heart of the content. Media firms would be dead if their employees do not come up with commercial and saleable ideas. Content creation, which is the generation of content, would be the primary source when looking into creativity in media industries. (Zotto, CD & Kranenburg, HV 2008).

I came across a Youtube video titled ‘Innovation for Media Content Creation’. It was about a book by Marlon Quintero that provide readers a new approach to strategic, logistic, creative and managerial aspects of media content and television programming development. This book stresses how important creativity and innovation is for successful content creations.



Technological changes from all types of hardware to software have heavily influenced the tendency to innovate and routes of innovation in the broadcasting sector (Miles, I & Green, L 2008). In my internship experience, I have realized that my company has invested in expensive software and equipment to ease the process of in house productions when filming and editing.

“Technology and innovation are inextricably linked.” — Tanja Storsul & Arne Krumsvik

Broadcasting companies with professional video cameras are able to produce higher quality broadcast products. Furthermore, the availability of video and sound editing software are crucial elements of the postproduction process. These investments trigger innovation and creativity whilst developing skill base among employees.


All technology developments are causing difficulties on traditional broadcasting methods hence this shows the importance of content delivery through multi-platform and multi-media. Based on one of the senior broadcasting insider, it was stated that traditional broadcasting is slowly reaching an end, thus it is important to be able to innovate the content that are being produced to function in different types of media platform (Miles, I & Green, L 2008).

“The creativity of an idea goes beyond the context of the idea to the way that it is developed, presented and interpreted.” — John Hartley

Through my internship experience, I found that my company values multi-platform distribution as most of our high quality content are usually repurposed, modified or adapted to placed them different platforms such as Facebook, Twitter, Instagram, YouTube, television and Netflix. Furthermore, my company’s shows are produced in a way where the content could be sold locally and globally. Our shows are usually modified when sold globally by adding subtitles and removing forbidden contexts of the country. This process of content creation for distribution in different platforms spurs the creativity of employees in a broadcast company, as they need to come up with different ideas for each platform.

“ Media industries produce content, yes but also invest in platforms for connectivity, for television show to create and sustain its own brand community” — Mark Deuze


We all know that a successful collaboration is an opportunity to long-term relationships and future business. According to those from the broadcasting sector, the scene of collaboration thrives innovation. Independent production houses that are smaller are more dedicated to show their capability and potential as a long-term partner.

“While singularity of vision is often celebrated in success stories of creative entrepreneurs it is important to take account of diversity, compromise and collaboration.” — John Hartley

During my internship experience, I discovered that my company out sourced many production houses from big scale to small scale, basically one production house for each show. Media professionals proposed that lesser a company outsources, the more restrict the variety of individuals is involved hence reducing creativity in production process (Miles, I & Green, L 2008). Although external collaboration is significant in sparking creativity and innovation, internal collaboration within the company employees is as important to foster a better creative-working environment.

“Creative thinking is less likely to result from individual genius but from combinations of different kinds of thinking”. — John Hartley


The Value of Creativity and Innovation in Entrepreneurship (Okpara, F 2007)

The Media Logic of Media Work (Deuze, M 2009)

Key Concepts in Creative Industries (Hartley, J 2013)

Hidden Innovation in Creative Industries (Miles, I & Green, L 2008)

What is Media Innovation? (Storsul, T & Krumsik, A 2013)

Management and Innovation in The Media Industry (Zotto, CD & Kranenburg, HV 2008)

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