Sky News is planning to integrate its online, radio and televisions news productions operations into a single multimedia unit. The process will go live on 29 September, Jounalism.co.uk reports.

Chris Birkett, executive editor said: "It's not about changing the way a journalist works on a given day; it's about changing a journalist's perception of their career."

"We want our journalists to see their careers a bit more broadly and also to allow us in the future to deploy our journalists on the medium that needs the most resources during a defined time period."

The layout of the newsrom will remain the same, but Birkett believes bringing multi-platform production operations under a centralised control will increase efficiency

Birkett went on to say, "It isn't only about technology: it's about ideas and using existing technology in an original way. Some of it could be very engineering based, some of it could be quite TV based. I still think there's a lot of new technological scope for innovation in delivering television more efficiently."

The company report that the SkyNews.com site has seen an increase in traffic of 35% over the past 12 months.

Source: Journalism.co.uk