YOKOHAMA, JAPAN: Nissan Motor Co. has hired BBC correspondent Roland Buerk to lead the brand's multimedia channel as executive producer and presenter of the Nissan Global Media Center.
Buerk will start work in the role July 16, reporting to Dan Sloan, editor-in-chief of the Global Media Center. He will act as a liaison to the marcomms team of the Renault-Nissan Alliance for content creation and production of the multimedia platform.
“We needed someone with a very high sense of production value and someone who understands what a general news audience wants to see and would find interesting,” said Sloan.
Nissan will begin to test the yet-to-be-named multimedia channel in the next few months, and it is contemplating an Asia-focused auto industry program as its first show, added Sloan. He said the programs will debut as weekly episodes, with the possibility of making them daily later.
“There would be an element of brand presence, but without the feeling that you're watching something that is brand-oriented,” Sloan said. “It will be more independent and geared toward developments in the key developing markets, like China, Russia, Indonesia, India, and Thailand, and how all global automakers are looking to expand in those places.”
He explained that the Nissan Global Media Center has created and posted video reports online since last April, but it will now focus on being as “professional” as possible. As it develops, Sloan said he hopes it will “breed exchange programs with other people making content” or act as a “catalyst to add more shows.”
Future show topics could include sports, technology, CSR, and corporate issues. Sloan said the channel is not a “revenue endeavor,” but a way to tell a brand story, as well as offer something useful and interesting to consumers, journalists, and analysts.
“In many respects, Roland is going to lead and dictate how this evolves,” Sloan explained.
Since joining the BBC in 2004, Buerk has worked as a correspondent in Bangladesh, Sri Lanka, and Tokyo, and he reported on the 2011 Tohoku earthquake and tsunami. Prior to BBC, Buerk worked at British broadcaster ITN for nearly eight and a half years, first serving as a graduate news trainee and then as producer and reporter.