WORTHING, UK (ANS) -- Globalization, technology and shifts in the way that people interact with each other are shaping media culture daily, says Ellie Brecunier writing for HCJB Global.

“This can present a challenge for organizations and broadcasters who come from a radio background and whose work is spread across multiple continents,” Brecunier says, adding: “But two such organizations, FEBA UK and HCJB Global, are determined to prove themselves as relevant players in this new digital playing field.”

According to the HCJB Global update, 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,” Brecunier writes.

OneSheep is a brand they have created to describe the digital platform, skill, tools, coaching and knowledge that they are assembling, says Brecunier.

OneSheep's outputs are not just for their organizations; they are available to others who may also benefit from the sharing of resources.

“By drawing in people from various backgrounds and skill sets, OneSheep is able to meet the needs of today’s world by providing the means to reach audiences across the globe with the proper methods,” Brecunier adds.

The HCJB Global update says this summer, OneSheep is excited to be 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 fifteen minute audio program produced by 2K Plus and syndicated to radio stations around the world, and to help their staff better understand and utilize digital technology. They intend to leave their partner better equipped and skilled to continue developing online ministry that connects,” Brecunier writes.

Currently, OneSheep is working from FEBA UK’s office in Worthing, England, which coincidentally is in the same building as 2K Plus.

To date, they have successfully re-launched Planet Sport’s website, www.planetsport.tv  , unified branding and developed a framework of consistency on Planet Sport social networks, and recruited a global team to provide content during the Olympic Games which run July 27 – August 12.

The HCJB Global update says that 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 invaluable media experiences.

It adds: “They will be joined by additional team members from China, Ukraine, and the Arab world.”

The HCJB Global update explained that content produced by the OneSheep and Planet Sport teams won’t be featured solely on Planet Sport’s sites.

“It will 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 know-how, with resources relevant to their mission,” the update stated.

The update goes on to say that with the Opening Ceremonies of the Olympic Games fast approaching, OneSheep is working hard at improving their 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.

“Over the past months and now continuing through into autumn, they are effectively assisting Planet Sport in moving its fifteen-minute radio program into a well-rounded, multi-media venture, working with 2K Plus to improve its website, social media presence and understanding of today’s media environment,” Brecunier writes.

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,” Brecunier reports, adding: “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

** Michael Ireland is the Senior International Correspondent for ANS. He is an international British freelance journalist who was formerly a reporter with a London (United Kingdom) newspaper and has been a frequent contributor to UCB UK, a British Christian radio station. While in the UK, Michael traveled to Canada and the United States, Albania,Yugoslavia, Holland, Germany,and Czechoslovakia. He has reported for ANS from Jamaica, Mexico, Nicaragua, Israel, Jordan, China,and Russia. Michael's volunteer involvement with ASSIST News Service is a sponsored ministry department -- 'Michael Ireland Media Missionary' (MIMM) -- of A.C.T. International of P.O.Box 1649, Brentwood, TN 37024-1649, at: Artists in Christian Testimony (A.C.T.) International where you can make a donation online under 'Donate' tab, then look for 'Michael Ireland Media Missionary' under 'Donation Category' to support his stated mission of 'Truth Through Christian Journalism.' Michael is a member in good standing of the National Writers Union, Society of Professional Journalists, Religion Newswriters Association, Evangelical Press Association and International Press Association. If you have a news or feature story idea for Michael, please contact him at: ANS Senior International Reporter