Digi Know?

About this episode

Jamie Wood interviews James Butcher about integrating digital platforms into legacy media companies.

Digital isn’t a separate channel anymore; it’s part of the entire media ecosystem. In this episode of Media Sales Mastery, Jamie sits down with James Butcher, former Chief Commercial Officer of NZME, to explore how legacy media companiescan better integrate and monetise digital platforms. James has led commercial teams across broadcast, print, and digital, and understands firsthand the tension between driving new revenue streams and protecting core business models. Together, Jamie and James unpack how to simplify complex solutions, balance competing priorities, and evolve the way we position media in the modern landscape. Expect practical insights on: ​The evolution of digital from “add-on” to “core” ​Simplifying the sell without oversimplifying the solution ​Managing internal tensions around legacy vs. emerging channels ​Developing a confident digital narrative as a frontline seller James Bio: I’m a senior commercial executive with over 15 years’ experience leading growth, transformation, and customer strategy across media, technology, and platform businesses in New Zealand, Australia, and the UK. As Chief Commercial Officer at NZME, I held full P&L accountability for a…

People in this episode

Host: Jamie Wood

Guest: James Butcher

Topics covered

• digital media integration
• legacy media
• revenue streams
• media ecosystem
• commercial strategy

Keywords

• digital media
• legacy media
• commercial growth
• revenue solutions
• media strategy

Mentioned in this episode

Organizations: NZME

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