(July 11, 2012 - by Ellie Brecunier) Globalization, technology and shifts in the way that people interact with each other are shaping media culture daily. This can present a challenge for organizations and broadcasters who come from a radio background and whose work is spread across multiple continents. But two such organizations, FEBA UK and HCJB Global, are determined to prove themselves as relevant players in this new digital playing field.

HCJB Global summer interns will be at the Olympic Games in London, providing special features for Planet Sport such as rado programs and interviews with athletes.

FEBA UK and HCJB Global have seen the need to usher in an era where innovation, technology and engaging content inform and guide their media activities. Along the way they also desire to raise up a new generation of media professionals through internships, training and shared projects. To help them achieve these lofty aims, they have begun working more closely on joint projects.

OneSheep is a brand the ministries have created to describe the digital platform, skill, tools, coaching and knowledge that they are assembling. OneSheep's outputs are not just for their organizations. They are also available to others who may benefit from the sharing of resources. By drawing in people from various backgrounds and skill sets, OneSheep can meet the needs of today's world by providing the means to reach audiences across the globe with the proper methods.

This summer OneSheep is working on an exciting project in cooperation with 2K Plus International at the 2012 Summer Olympic Games in London. OneSheep's objective is to improve the online presence of "Planet Sport," a 15-minute audio program produced by 2K Plus and syndicated to radio stations around the world, and to help its staff better understand and utilize digital technology. They intend to leave their partner better equipped and skilled to continue developing online ministry that connects.

OneSheep is currently working from FEBA UK's office in Worthing, England, which coincidentally is in the same building as 2K Plus. To date, the ministries have successfully relaunched Planet Sport's website (www.planetsport.tv), unified branding while developing a framework of consistency on Planet Sport social networks, and recruited a global team to provide content during the Olympic Games which run from July 27 to Aug. 12.

A group of seven university students from several different countries will spend four weeks with the OneSheep team as interns, lending social media, video and presentation skills to the project while gaining media experience. They will be joined by additional team members from China, Ukraine and the Arab world.

Content produced by the OneSheep and Planet Sport teams won't be featured solely on Planet Sport's sites. It will also be made freely available via the Internet to international partners of all organizations involved, as well as any others wishing to use the content.

This sharing embodies two more elements of the OneSheep approach: to do more with less, and to equip partners who are unable to produce or participate themselves for various reasons such as lack of funding, staff or knowhow, with resources relevant to their mission.

With the opening ceremonies of the Olympic Games fast approaching, OneSheep is working to improve its work process, practicing with different types of online content, and making practical applications to the things they have been dreaming of and laboring to build.

In the past months and now continuing through into autumn, the ministries are effectively assisting Planet Sport in moving its 15-minute radio program into a well-rounded, multimedia venture, working with 2K Plus to improve its website, social media presence and understanding of today's media environment.

OneSheep imagines results that emerge from its efforts that are greater than the project mandate. They see a convergence of learning, sharing, and growth in media effectiveness for all parties involved. It is a creative and cost-effective way of looking at media, and a potentially paradigm-shifting approach to content production and distribution.

With ambitious forward-thinking goals set by FEBA UK and HCJB Global, the OneSheep concept is proving to be an answer to the rapidly shifting and fluid world of digital media and global audiences.

Sources: HCJB Global, FEBA UK, 2K Plus